A Customer Perception of Murabahah Financing To Develop Msmes (A Study At Syariah Bank Kantor Cabang Tembilahan

Abstract

This study aims to describe and analyze the impact of customer perceptions on the existence and competitiveness of Bank Syariah Indonesia compared to conventional banks in Tembilahan. The research method uses qualitative descriptive analysis with a research design that is a holistic single case study. The sampling technique in this study employs purposive sampling and snowball sampling. Data collection is conducted through direct interviews with respondents. The results of the study indicate that BSI's competitiveness enhancement strategy in Tembilahan encompasses three main aspects: (1) strengthening Islamic financial literacy to overcome misunderstandings about murabahah contracts, (2) simplifying procedures and innovating services to improve efficiency without compromising Sharia principles, and (3) diversifying Sharia products so that BSI is not only recognized as a murabahah bank but as a comprehensive provider of Sharia financial solutions. BSI's existence will be increasingly solid if it can manage public perception consistently to reinforce a positive image regarding transparency, inclusivity, and Sharia values, while also addressing negative perceptions about procedural complexity, limited digital services, and an exclusive impression. Success in managing these perceptions becomes the key to BSI's competitiveness amidst the dominance of conventional banks