JUMLAH KANTOR DALAM MEMODERASI PENGARUH BIAYA PROMOSI, EQUIVALENT RATE, DAN FINANCING TO DEPOSIT RATIO (FDR) TERHADAP MARKET SHARE PERBANKAN SYARIAH DI INDONESIA

NURHADI SYAIFUDIN ZUHRI, 1880508220021 (2024) JUMLAH KANTOR DALAM MEMODERASI PENGARUH BIAYA PROMOSI, EQUIVALENT RATE, DAN FINANCING TO DEPOSIT RATIO (FDR) TERHADAP MARKET SHARE PERBANKAN SYARIAH DI INDONESIA. [ Thesis ]

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Abstract

ABSTRAK Penelitian ini dilatarbelakangi oleh gap pencapaian market share perbankan Syariah yang hanya 7% dimana nilai market share perbankan Syariah ini masih jauh dari target yang ditetapkan oleh Bank Indonesia sebesar 20% di tahun 2023. Meskipun nilai market share perbankan Syariah masih jauh lebih kecil dibandingkan market share perbankan nasional, namun secara bertahap nilainya terus meningkat dari waktu-ke waktu, bahkan di masa pandemi Covid-19. Hal ini menunjukkan kinerja perbankan dilihat dari tingkat pertumbuhan aset dan capaian market share yang terus membaik Penelitian ini bertujuan untuk menganalisis pengaruh variabel bauran pemasaran yang terdiri dari biaya promosi (promotion), equivalent rate sebagai interpretasi dari harga (price), FDR yang mewakili produk keuangan perbankan (product), dan jumlah kantor sebagai bentuk jaringan distribusi (place) terhadap market share perbankan syariah di Indonesia dengan menggunakan pendekatan kuantitatif dan analisis datanya menggunakan model regresi linier berganda data panel. Analisis data dilanjutkan dengan metode Moderated Regression Analysis (MRA) dengan jumlah kantor sebagai variabel moderasi. Jenis penelitian ini adalah penelitian asosiatif, dan teknik sampling jenuh digunakan untuk menentukan sampel yang akan digunakan. Sumber data yang digunakan adalah data sekunder dan teknik pengumpulan datanya adalah observasi data online. Hasil penelitian ini menunjukkan bahwa secara parsial variabel Biaya promosi berpengaruh positif dan signifikan terhadap market share perbankan syariah di Indonesia. Sedangkan variabel equivalent rate dan Financing to Deposit Ratio (FDR) berpengaruh negatif dan signifikan terhadap market share perbankan syariah di Indonesia. Uji simultan menunjukkan bahwa variabel independent yaitu biaya promosi, equivalent rate dan Financing to Deposit Ratio (FDR) secara bersama-sama berpengaruh signifikan terhadap market share perbankan Syariah di Indonesia. Pengujian terhadap variabel moderasi menggunakan metode Moderated regression Analysis (MRA) menunjukkan bahwa (1) jumlah kantor sebagai variabel moderasi diasumsikan memperlemah pengaruh biaya promosi terhadap market share perbankan Syariah di Indonesia, (2) jumlah kantor sebagai variabel moderasi diasumsikan mempekuat pengaruh equivalent rate terhadap market share perbankan Syariah di Indonesia, dan (3) jumlah kantor sebagai variabel moderasi diasumsikan memperlemah pengaruh FDR terhadap market share perbankan Syariah di Indonesia. ABSTRACT This research is motivated by the gap in the achievement of Islamic banking market share of only 7% where the value of Islamic banking market share is still far from the target set by Bank Indonesia of 20% in 2023. Although the market share value of Islamic banking is still much smaller than the national banking market share, it has gradually increased over time, even during the era of Covid-19 pandemic. This is shows that banking performance in terms of aset growth and market share achievements continues to improve. This study aims to analyze the relationship between market share of Islamic banking in Indonesia with marketing mix variabels consisting of promotional costs (promotion), equivalent rate as an interpretation of price (price), FDR which represents Islamic banking products (product), and the number of offices as a form of distribution network (place) using a quantitative approach and data analysis using panel data regression models. Data analysis is continued by the Moderated Regression Analysis (MRA) method with the number of offices as a moderating variabel. This type of research is associative research, and sampling using saturated sampling technique. The data source used is secondary data and the data collection technique is online data observation. The results of this study indicate that partially, promotion costs have a positive and significant effect on the market share of Islamic banking in Indonesia. While the equivalent rate and FDR variabels have a negatif and significant effect on the market share of Islamic banking in Indonesia. The simultaneous test shows that the independent variabels, i.e. promotion costs, equivalent rate and Financing to Deposit Ratio (FDR) together have a significant effect on the market share of Islamic banking in Indonesia. Testing of moderating variabels using the Moderated regression Analysis (MRA) method shows that (1) the number of offices as a moderating variabel weakens the influence of promotional costs on the market share of Islamic banking in Indonesia, (2) the number of offices as a moderating variabel strengthens the influence of the equivalent rate on the market share of Islamic banking in Indonesia, and (3) the number of offices as a moderating variabel weakens the influence of FDR on the market share of Islamic banking in Indonesia.

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