Analisis Persepsi Masyarakat Dalam Pemilihan Produk Perbankan

Abstract

This study explores community perceptions in selecting banking products offered by KSP Bangkung Sari, a local savings and loan cooperative that plays a crucial role in promoting financial inclusion. As a microfinance institution, KSP Bangkung Sari offers two flagship savings products—SIMAPAN (Simpanan Masa Depan Bangkung Sari) and SIJAKOP (Simpanan Berjangka Koperasi Bangkung Sari)—designed to help individuals manage their finances more effectively. Using a qualitative approach, the research involved interviews with existing and potential users of both products. Findings show that public perception of SIMAPAN and SIJAKOP is generally positive, particularly in terms of deposit security, ease of access, and institutional credibility. SIMAPAN is preferred by individuals with long-term saving goals and the ability to make regular contributions, while SIJAKOP appeals to those who can deposit a lump sum and prefer fixed interest returns. Several key factors influence community perceptions: (1) level of financial literacy, (2) personal or close contacts' experiences, (3) information and promotion efforts by the cooperative, (4) trust in the cooperative institution, and (5) suitability of the product to personal financial needs. The study recommends enhancing financial education, improving staff communication and service quality, and tailoring marketing strategies to target segments. Regular product evaluations are also suggested to ensure continued relevance. Future studies could employ a quantitative or mixed-method approach to strengthen these qualitative findings and measure the impact of each influencing factor