Priority Customers' Perceptions of Sukuk Investment at BSI Pamekasan Branch: A Qualitative Study

Rayhan Yusuf Sultan Syah; Mujibno

doi:10.31943/afkarjournal.v9i4.2475

Authors

Rayhan Yusuf Sultan Syah Universitas Al-Amien Prenduan
Mujibno Universitas Al-Amien Prenduan

DOI:

https://doi.org/10.31943/afkarjournal.v9i4.2475

Keywords:

Sukuk, Priority Customer Perception, BSI

Abstract

Sukuk is a form of Islamic bond, serving as an alternative to avoid riba (usury), which is essentially prohibited in Islam. Many customers lack an adequate understanding of Sukuk and often perceive it as being similar to conventional bonds. Understanding priority customers’ perceptions of Sukuk investment is crucial for the development of Islamic financial products. This perception encompasses factors such as potential returns, risk level, transparency in fund management, and adherence to sharia principles. The focus of this study is: What are the perceptions of priority customers regarding Sukuk investments at BSI Branch Office Pamekasan, and what factors influence their perceptions? This research employs a descriptive qualitative approach. The data sources include BSI employees, Sukuk investors, and lecturers from Al-Amien Prenduan University. The data collection methods used in this study are observation, interviews, and documentation. Data analysis was conducted through data reduction, data presentation, and drawing conclusions. To ensure data validity, triangulation techniques were applied. This research contributes to strategic recommendations for Bank Syariah Indonesia (BSI) Pamekasan Branch in improving the marketing and education of Sukuk products. These findings are expected to assist the bank in designing more effective communication and outreach programs to differentiate Sukuk from conventional products, improve customer Islamic financial literacy, and ultimately encourage greater investment interest. Practically, this research provides a map of customer perceptions that can serve as a basis for developing Islamic banking business strategies. The findings indicate that the perceptions of priority customers toward Sukuk are influenced by several factors, including a lack of understanding of Sukuk as a sharia-based investment product. In addition, promotional efforts and educational outreach conducted by BSI play a significant role in shaping customer perceptions.

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