Sikap dan Perilaku Generasi Z terhadap Perbankan Syariah Indonesia dengan Importance-Performance Analysis
DOI:
https://doi.org/10.33603/jibm.v4i2.4151Keywords:
Generasi Z, Importance-Performance Analysis (IPA), jalur pelanggan, pemasaran 4.0, perbankan syariahAbstract
Abstract: The Islamic banking sector has faced the era of digitalization which is the era of the younger generation, especially generation Z. This study aims to measure the attitudes and behavior of generation Z towards Indonesia’s Islamic banking through indicators of customer path (Aware, Appeal, Ask, Act, and Advocates) in Marketing 4.0. This study uses Important-Performance Analysis (IPA) to determine which stage has the most influence on generation Z behavior towards Islamic Banking, with respondents of 100 Islamic banking students. The IPA diagram shows that most of the attributes are in Quadrant 2 which have a high level of importance but low performance which means that these attributes of interest fail to satisfy customers, so these attributes must be a priority that must be achieved first. From these results, it is hoped that Islamic banking can implement strategies based on the attitudes and behavior of generation Z at each stage, so that they become interested and have a positive attitude towards Islamic banking.
Keywords: Customer Path; Generation Z; Importance-Performance Analysis (IPA); Islamic banking; Marketing 4.0
Abstrak : Sektor perbankan syariah telah menghadapi era digitalisasi yang merupakan era para generasi muda, khususnya generasi Z. Penelitian ini bertujuan untuk mengukur sikap dan perilaku generasi Z terhadap perbankan syariah Indonesia melalui indikator customer path (Aware, Appeal, Ask, Act, dan Advocates) dalam Pemasaran 4.0. Penelitian ini menggunakan analisis Important-Performance Analysis (IPA) yang untuk mengetahui tahap mana yang paling berpengaruh terhadap perilaku generasi Z terhadap perbankan syariah dengan responden 100 mahasiswa perbankan syariah. Diagram IPA menunjukkan bahwa sebagian besar atribut berada dalam Kuadran 2 yang memiliki tingkat kepentingan tinggi tetapi kinerja rendah yang berarti atribut kepentingan tersebut gagal memuaskan nasabah, maka atribut tersebut harus menjadi prioritas yang harus dicapai terlebih dahulu. Dari hasil ini diharapkan perbankan syariah dapat menerapkan strategi berdasarkan sikap dan perilaku generasi Z dalam setiap tahapan, sehingga mereka menjadi tertarik dan memiliki sikap yang positif terhadap perbankan syariah.
Kata Kunci: Generasi Z; Importance-Performance Analysis (IPA); Jalur Pelanggan; Pemasaran 4.0; Perbankan Syariah
References
Abduh, Muhamad; Othman, Abdullah. (2014). Service Quality Evaluation of Islamic Banks in UAE: An Importance-Performance Analysis Approach. Journal of Islamic Economics, Banking and Finance Vol. 10 No. 2.
Adinegara, GustiNgurahJoko; Putra, Putu Steven Eka. (2016). Assessment of Service Quality in Higher Education: Case Study in Private University. International Journal of Business and Management Invention. Volume 5 Issue 9 p.82-88.
Chau, Vinh Sum; Ngai, Liqing W.L.C. (2010). The Youth Market for Internet Banking Services: Perceptions, Attitude and Behavior. Journal of Service Marketing Vol. 24 Issue 1. Emerald Group Publishing Limited.
Dahari, Zainurin; Abduh, Muhamad; Fam, Kim-Shyan. (2015). Measuring Service Quality in Islamic Banking: Importance-Performance Analysis Approach. Asian Journal of Business Research ISSN 1178-8933 Volume5 Issue 1.
Feng, M., Mangan, J., Wong, C., Xu, M., & Lalwani, C. (2014). Investigating the different approaches to importance–performance analysis. The Service Industries Journal, 34(12), 1021-1041.
Foscht, Thomas; Schloffer, Judith; Maloles III, Cesar; Chia, Sweel. (2009). Assessing the Outcomes of Generation Y Customers’ Loyalty. International Journal of Bank Marketing Vo.27 Issue 3. Emerald Group Publishing Limited.
Kartajaya, Hermawan. (2017). Citizen 4.0. Jakarta: Gramedia.
Kmeid, Rosie. (2017). Islamic Banking and Digitalization in the New Age. Global Halal Investing Journal
Kotler, Philip; Kartajaya, Hermawan; Setiawan, Iwan. (2017). Marketing 4.0. Moving from Traditional to Digital. New Jersey: John Wiley & Sons.
Lin, S.-P., Chan, Y.-H., & Tsai, M.-C. (2009). A transformation function corresponding to IPA and gap analysis. Total Quality Management, 20(8), 829-846.
Martilla, J. A., & James, J. C. (1977). Importance-performance analysis. The journal of marketing, 77-79.
Matzler, Kurt; Sauerwein, Elmar; Heischmidt. (2003). Importance-Performance Analysis revisited: The role of the factor structure of customer satisfaction. The Service Industry Journal.
Ormanovic, Semso; Ciric, Alen; Talovic, Munir; Alic, Haris; Jaleskovic, Eldin; Causevic, Denis. (2017). Importance-Performance Analysis: Different Approaches. Acta Kinesiologica II, Supp.2: 58-66.
Rangkuti, Freddy. (2006). Measuring Customer Satisfaction. Jakarta: Gramedia.
Sugiyono. (2012). Mixed Methods Research. Bandung: Alfabet.
Thaker, Hassanudin Mohd Thas; Khaliq, Ahmad; Thaker, Mohamed Asmy Mohd Thas. (2016). Evaluating the Service Quality of Malaysian Islamic Banks: An Importance-Performance Analysis Approach. International Journal of Business and Information Vo. 11 Issue 3.
Todorof, Maria. (2018). Shariah-compliant FinTech in the banking industry. ERA Forum, 19:1–17.
Wong, M., Hideki, N & George, P. (2011). The Use of Importance Performance Analysis (IPA) in Evaluating Japan’s E-government
Services. Journal of Theoretical and Applied Electronic Commerce Research. Vol. 6, No. 2 Pp. 17-30.
Zakariah, Mohd Raqib; Zakariah, Sahidah; Pyeman, Jaafar. (2014). IPA vs SERVQUAL: Service Quality Management for Higher Education Industry. Proceeding of the 1st AAGBS AlCoBM pp. 139-150.
Websites
www.bps.go.id
www.mckinsey.com
www.pewresearch.org
Downloads
Published
How to Cite
Issue
Section
Citation Check
License
Copyright Notice
Copyright notice:
- Authors grants the copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access)
