FAKTOR PENYEBAB RENDAHNYA MINAT MASYARAKAT MENCICIL EMAS (STUDI KASUS PT. BANK SYARIAH MANDIRI CABANG PEMATANGSIANTAR)

Abstract

The research was aimed to analyze the factors causing the low of public interest towards gold-financing products at PT. Bank Syariah Mandiri in Pematangsiantar. This research is a field research in descriptive qualitative-inductive research. Primary data obtained through interviews while secondary data obtained through the literature study. This research used four technique analysis, that is: domain analysis, taxonomic analysis, component analysis, and theme analysis. The data obtained from interview data of gold- financing officer and Pematangsiantar society. The results showed that the low of public interest towards the gold-financing products at PT. Bank Syariah Mandiri in Pematangsiantar is influenced by three factors, the first is the psychological factor which includes the perception factor, attitude, and knowledge, the second is social factors which include family factor and third is marketing mix factor which includes product, price, and promotion.