PERSEPSI NASABAH TERHADAP PROGRAM CSR DAN PENYALURAN ZAKAT DALAM MENDORONG KEPERCAYAAN DAN LOYALITAS DI BSI KCP MOJOKERTO SURODINAWAN

Radella Laelatul Badriah

doi:10.32806/currency.v5i1.2619

Authors

Radella Laelatul Badriah Program Studi Perbankan Syariah, Fakultas Syariah, Universitas KH. Abdul Chalim

DOI:

https://doi.org/10.32806/currency.v5i1.2619

Keywords:

Persepsi Nasabah, Csr, Zakat, Kepercayaan, Loyalitas.

Abstract

Penelitian ini bertujuan untuk menganalisis persepsi nasabah terhadap program Corporate Social Responsibility (CSR) dan penyaluran zakat serta keterkaitannya dengan kepercayaan dan loyalitas nasabah di BSI KCP Mojokerto Surodinawan. Penelitian menggunakan pendekatan kualitatif dengan jenis penelitian lapangan. Data dikumpulkan melalui wawancara, observasi, dan dokumentasi. Informan terdiri atas Kepala KCP dan empat orang nasabah/penerima manfaat. Analisis data mengacu pada model Miles dan Huberman, meliputi reduksi data, penyajian data, serta penarikan kesimpulan. Hasil penelitian menunjukkan bahwa program CSR dipersepsikan positif karena memberikan manfaat dalam bidang ekonomi, sosial dan keagamaan, pendidikan, serta kesehatan. Penyaluran zakat juga dipandang sebagai bentuk kepedulian yang membantu masyarakat yang membutuhkan. Penentuan penerima manfaat dilakukan melalui pendataan dan koordinasi dengan pihak setempat, termasuk takmir masjid dan tokoh masyarakat. Pengalaman melihat atau menerima manfaat program sosial tersebut berkaitan dengan kepercayaan nasabah terhadap BSI, terutama dalam aspek kepedulian, amanah, transparansi, dan kesesuaian dengan prinsip syariah. Kepercayaan selanjutnya berhubungan dengan komitmen untuk mempertahankan hubungan dengan bank, tetap menggunakan layanan, dan merekomendasikan BSI kepada orang lain. Penelitian ini menyimpulkan bahwa CSR dan penyaluran zakat menjadi bagian dari pengalaman sosial nasabah yang dapat memperkuat kepercayaan dan mendukung loyalitas, walaupun bukan satu-satunya faktor yang membentuk loyalitas.

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