The Role of Trust In Mediating Personal Selling and Customer Experience Towards The Decision To Save at BPR Syariah
Study at BPRS Baiturridha Pusaka-Bandung
Main Article Content
Kiftiah Hindun
Muhadjir Anwar
Sugeng Purwanto
This research is motivated by the importance of building customer trust inencourage customer interest and decisions to save regularly at BPR Syariah, especially through strengthening personal selling marketing communication strategies and positive service experiences. The main theory underlying this research is the Theory of Planned Behavior (TPB). This research aims to analyze (1) the influence of personal selling on saving decisions, (2) the influence of customer experience on saving decisions, (3) to determine whether trust mediates the relationship between personal selling and saving decisions, (4) to determine whether trust mediates the relationship between customer experience and saving decisions at BPRS Baiturridha Pusaka-Bandung. This study uses a quantitative approach through the Structural Equation Modeling–Partial Least Squares (SEM–PLS) method. The sample consisted of 120 active customer respondents of BPRS Baiturridha Pusaka-Bandung selected using a probability sampling technique through a simple random sampling approach, where each member of the population has an equal chance of being selected as a respondent. Data collection was carried out through the distribution of structured questionnaires and analyzed using Smart PLS software version 3.0. The results of the study show that (1) Personal Selling does not influence the decision to save (2) Customer Experience has a positive and significant influence on the Decision to Save (3) Trust is not proven to significantly mediate the relationship between personal selling and the decision to save (4) Trust is proven to significantly mediate the relationship between customer experience and the decision to save. These findings confirm that in the context of BPR Syariah, positive customer experience is the main factor in forming trust and driving savings behavior
CONCLUSIONS AND RECOMMENDATIONS
Afriani, T., & Asandimitra, N. (2020). Determinants of Customer Preference to Save in Islamic Bank.https://doi.org/10.26740/AL-UQUD.V4N1.P1-17
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.https://doi.org/10.1016/0749-5978(91)90020-T
Alawiyah, T., & Mochlasin, M. (2021). The role of trust in moderating the influence of sales promotion, advertising, and religiosity on saving decisions. Journal of Law and Economic Development, 9(2), 257-268.
Asri, HR, Setyarini, E., Gisijanto, HA, & Hartanti, ND (2022). The influence of customer experience and trust on repurchase intention through customer satisfaction as a mediating variable. Eqien.https://doi.org/10.34308/eqien.v11i04.1283
Azmi, MW, & Patrikha, FD (2022). The influence of online customer experiences on purchasing decisions with trust as an intervening factor (a study of electronic purchases on the Shopee marketplace). Journal of Commerce Education (JPTN), 10(1), 1610-1618.
Bramasta, KO, & Utomo, SB (2022). The influence of promotions and product attributes on the savings decisions of customers of Bank Jatim, Wijaya Kusuma University Branch during the COVID-19 pandemic. Journal of Management Science and Research, 11(6), 1–16.
Caroline, N., & Witono, B. (2025). Analysis of service quality performance, trust and digital financial services (mobile banking) on customer satisfaction of conventional banks in Surakarta. Al-Kharaj: Journal of Islamic Economics, Finance & Business, 7(2), 1037–1053.https://doi.org/10.47467/alkharaj.v7i2.7169
Chandra, S. (2014). The impact of customer experience toward customer satisfaction and loyalty of Ciputra World Surabaya. iBuss Management, 2(2), 1–11.
Cheung, G. W., Cooper-Thomas, H. D., Lau, R. S. M., & Wang, L. (2023). Reporting reliability, convergent and discriminant validity with structural equation modeling: A review and best-practice recommendations. Data Analysis Perspectives Journal, 4(1), 1–20.
Dedy, A., Wulandari, S., Mubarok, A., Noor, CM, & Sukajie, B. (2023). Personal selling, trust, service quality and their influence on purchasing decisions. Journal of Management Science, 5(2), 114-122.
Dehani, RR (2017). Analysis of factors influencing the distribution of financing at Islamic people's financing banks (BPRS) in Indonesia.
Dieu, L. T. (2018). Mutual Fund Governance: Depositary Independence and Investor Protection. European Management Review.https://doi.org/10.1111/EMRE.12126
Draxler, C., & Kurz, A. (2021). Conditional Inference in Small Sample Scenarios Using a Resampling Approach.https://doi.org/10.3390/STATS4040049
Ernawati, & Sriwidodo, U. (2012). Dimensions of quality and price as determining factors of consumer satisfaction and loyalty. Journal of Economics and Entrepreneurship, 12(2), 166-176.
Ervandi, MZ (2021). The influence of personal selling and direct marketing on purchasing decisions of Thai tea consumers in Surabaya. Performa, 6(2), 152-161.https://doi.org/10.37715/jp.v6i2.2075
Flake, J. K., Pek, J., & Hehman, E. (2017). Construct Validation in Social and Personality Research: Current Practice and Recommendations.Social Psychological and Personality Science.https://doi.org/10.1177/1948550617693063
Fataron, ZA (2021). The relationship between Islamic marketing ethics and customer satisfaction in Islamic banking.https://doi.org/10.21043/BISNIS.V9I1.10267
Fazira, N. (2018). The influence of personal selling promotion and education on customer interest in savings products at PT. BPRS Baiturrahman Keutapang (Thesis, Ar-Raniry State Islamic University). Ar-Raniry State Islamic University Repository.
Firmansyah, A. (2020). Marketing Communication. Pasuruan: Qiara Media.
Fitria, A., Ali, M., & Rahman, M. (2022). Literature study on the role of Islamic banks in micro, small, and medium enterprises. EKONOMIKA: Journal of Economics and Business, 6(2), 123-135.https://doi.org/10.56799/ekoma.v2i1.1206
Fitriana, R. and Suprehatin, S. (2018). Application of Theory of Planned Behavior and product attributes to purchasing decisions for packaged liquid milk products among Indonesian and Malaysian students. Indonesian Agribusiness Journal, 6(2), 149.https://doi.org/10.29244/jai.2018.6.2.149-168
Galdolage, B.S. (2021). Interplay between Performance and Convenience in Customer Choice of Self-Service Technologies. Current Journal of Applied Science and Technology.https://doi.org/10.9734/CJAST/2021/V40I1031361
Groves, R.M., Fowler, F.J., Couper, M.P., Lepkowski, J.M., Singer, E., & Tourangeau, R. (2009). Survey methodology (2nd ed.). Hoboken, NJ: John Wiley & Sons.
Gustina, I. (2019). The influence of personal selling and word of mouth on students' decision-making in choosing to study at Eka Prasetya College of Business Management. Eka Prasetya Business Management Journal, Management Science Research, 5(1), 60-67
Hair, J.F., Hult, G.T.M., Ringle, C.M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Sage Publications.
Hair, J.F., Risher, J.J., Sarstedt, M., & Ringle, C.M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24.https://doi.org/10.1108/EBR-11-2018-0203
Hair, J.F., Hult, G.T.M., Ringle, C.M., & Sarstedt, M. (2021). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). SAGE Publications.
Haji-Othman, Y., & Yusuff, MSS (2022). Assessing reliability and validity of attitude construct using partial least squares structural equation modeling (PLS-SEM). International Journal of Academic Research in Business and Social Sciences, 12(5), 378–385.https://doi.org/10.6007/IJARBSS/v12-i5/13289
Hariadi, S., & Angriani, S. (2019). The influence of perceived trust and profit sharing on interest in saving in Islamic banks. Journal of Economics and Business.https://doi.org/10.24123/JEB.V23I1.2006
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135.https://doi.org/10.1007/s11747-014-0403-8
Hilman, FA, Fitriani, PD, & Soleh, DA (2023). Factors influencing customer decisions to save in the iB Maslahah Hajj Savings product at Bank BJB Syariah. MABRUR: Academic Journal of Hajj and Umra, 2(1), 61–72.https://jurnal.fdk.uinsgd.ac.id/index.php/tmabrur
Irzavika, N., & Sunanzkat, SH (2018, October 1). Descriptive Analytics Using Visualization for Local Government Income in Indonesia.https://doi.org/10.1109/ICTSS.2018.8550006
Jones, CA (2022). Trust.https://doi.org/10.1515/9780823293452
Jurkševičiūtė, G., Morkuniene, V., Zvironiene, A., & Danielyte, J. (2023). Students' financial literacy knowledge research: the case of kauno kolegija higher education institution.Vide. Technoloģija. Resurrection.https://doi.org/10.17770/etr2023vol2.7266
Krynicki, C.R., Hacker, D., & Jones, C. (2022). An evaluation of the convergent validity of a face-to-face and virtual neuropsychological assessment counter balance. Journal of Neuropsychology.https://doi.org/10.1111/jnp.12300
Kubicek, H. (2016). What Difference Does the “E” Make? Comparing Communication Channels in Public Consultation and Collaboration Processes.https://doi.org/10.1007/978-3-319-25403-6_15
Larasati, F. (2017). The Influence of Religiosity, Bank Products, Trust, Knowledge, and Services on Savings Preferences in Islamic Banking (Study on Accounting Students of STIE Perbanas Surabaya).
Maharani, K., & Sudigdo, A. (2024). Consumer trust in mediating personal selling and the responsiveness of PT. Arka Kelola Konsultindo to motor vehicle insurance purchasing decisions. Edunomika Scientific Journal, 8(1).
Matthes, J. M., & Ball, A. D. (2019). Discriminant validity assessment in marketing research. International Journal of Market Research.https://doi.org/10.1177/1470785318793263
Muafidah, M. and Sulistyowati, R. (2021). The influence of digital marketing and personal selling on consumer purchasing decisions. Accountable, 18(4), 661-668.https://doi.org/10.30872/jakt.v18i4.9834
Nuri, H. (2022). Customer Experience is an Entry Point for Achieving Marketing Success: an Exploratory Study in a Number of Private Banks in the Governorate of Dohuk.https://doi.org/10.33899/tanra.2022.176218
Nurjaya, N., Dutawaskita, NI, Erlangga, H., Hastono, H., & Sunarsi, D. (2022). The influence of personal selling and price on purchasing decisions that impact customer loyalty at PT. Lautan Surga in Jakarta. Jurnal Tadbir Peradaban, 2(1), 80-92.https://doi.org/10.55182/jtp.v2i1.107
Onwuka, N. A., & Nwakego, O. A. (2019). The Influence of Interpersonal Communication on Relationship Management in Banks in South-East Nigeria. International Affairs and Global Strategy.
Orlova, V. M., Kuzmenko, O., & Serhieieva, O. (2022). Personal sales in trade as a component of communications with the client.Êvropejsʹkij Vektor Ekonomìčnogo Rozvitku.https://doi.org/10.32342/2074-5362-2022-1-32-7
Path analysis. (2022).https://doi.org/10.4324/9781003343097-7
Pratita, DH, & Herianingrum, S. (2019). Factors influencing customers' decisions to save at Bank Muamalat Indonesia.https://doi.org/10.20473/VOL5ISS20187PP524-542
Purnama, D., & Fadillah, A. (2018). The Influence of Personal Selling and Sales Promotion on Purchasing Decisions.https://doi.org/10.37641/JIMKES.V5I1.23
Rahmadewi, T., Farida, N., & Dewi, RS (2019). The influence of CRM and customer experience on purchasing decisions through trust at PT. Nasmoco Pemuda. Journal of Business Administration, 4(3), 243-254.
Rahmawati, KN (2024). The influence of online customer reviews, customer experience, and trust on repurchase decisions. Jurnal Ekobistek, 13(4), 205-211.
Raina, S., Chahal, H., & Dutta, K. (2019). Customer Experience and Its Marketing Outcomes in Financial Services: A Multivariate Approach.https://doi.org/10.1007/978-981-13-1334-9_7
Rashid, AG, Rizvi, WH, & Amir, H. (2020). Deciphering brand loyalty through brand association and emotional confidence. The Business Review.
Ratag, EY, Putro, AJW, & Memarista, G. (2022). The influence of Instagram as social media advertising and customer experience on purchase intention with customer trust as an intervening variable on Innisfree skincare products in Surabaya. Scientific Journal of Management Students, 11(2), 161-173.
Raue, M., D'Ambrosio, L. A., & Coughlin, J. F. (2020). The Power of Peers: Prompting Savings Behavior Through Social Comparison.Journal of Behavioral Finance.https://doi.org/10.1080/15427560.2019.1587762
Rianita, N.M. (2022). Adaptive selling, personal selling, and selling experience on the service personnel performance. International Journal of Social Science and Business, 6(3), 364-371.https://doi.org/10.23887/ijssb.v6i3.40840
Rizvi, IA, & Popli, S. (2021). Emotions: The Essence of Customers' Experience.https://doi.org/10.1108/978-1-83909-710-220211003
Rizal, R., Khairi, KF, & Nengsih, I. (2020). The Influence Of Financing And Third Party Funds (Dpk) Towards Roa Of Islamic Rural Banks (Bprs) In West Sumatra.https://doi.org/10.24042/FEBI.V5I2.7532
Rustamov, S. (2023). Research on the Influencing Factors of Consumers' Loyalty to Their Bank in Azerbaijan. European Journal of Business and Management Research.https://doi.org/10.24018/ejbmr.2023.8.1.1788
Rusydiana, AS, & As-Salafiyah, A. (2022). Do technology changes affect the productivity of the Indonesian Islamic rural bank (BPRS)? Tamkin Journal, 1(1).http://journals.smartinsight.id/index.php/TJ/index
Sahara, Y., Fuad, MJM, & Setianingsih, D. (2022). The role of financial attitude, financial experience, financial knowledge and personality on student's personal financial management behavior.Highlights.https://doi.org/10.31258/sorot.17.3.167-176
Sahabuddin, R., Arief, A. A., & Rauf, D. I. Sukiman, & Muhammad, AF (2023). Kualitas Pelayanan Anggota Koperasi Pegawai Republik Indonesia (KPRI) Universitas Negeri Makassar Ditinjau dari Kemampuan Manajerial dan Kinerja Karyawan. SKETSA BISNIS, 10 (2), 214-235.
Saputro, AE (2022). The influence of knowledge, promotion, and facilities on saving decisions with saving interest as an intervening variable. Jurnal Al Mujaddid Humaniora, 8(1), 8-20.
Sarstedt, M., Hair, J. F., & Ringle, C. M. (2023). PLS-SEM: Indeed a silver bullet – A retrospective and recent advances. Journal of Marketing Theory & Practice, 31(3), 261–275.
Satsios, N. and Hadjidakis, S. (2018). Applying the theory of planned behavior (tpb) in saving behavior of pomak households. International Journal of Financial Research, 9(2), 122.https://doi.org/10.5430/ijfr.v9n2p122
Schmidt, F.L., Le, H., & Oh, I.-S. (2013). Are True Scores and Construct Scores the Same? A critical examination of their substitutability and the implications for research results. International Journal of Selection and Assessment.https://doi.org/10.1111/IJSA.12044
Schmitt, B. H. (2003). Customer experience management. New York: Wiley.
Shabrina, Z., Yuliati, LN, & Simanjuntak, M. (2018). The Effects of Religiousity, Pricing and Corporate Image on The Attitude and The Intention to Use Sharia Micro Financing. Journal of Business and Entrepreneurship.https://doi.org/10.17358/IJBE.4.2.197
Sinaga, A., Harahap, MA, Alam, AP, Agustina, M., & Wirdany, W. (2021). The influence of marketing mix on customer decisions to save at PT Bank Muamalat Indonesia Stabat Branch Office. El-Mal: Journal of Islamic Economics & Business Studies, 2(2), 210-232.
Sofya, DN, & Purwanto, S. (2021). Analysis of the influence of brand image and product quality on repurchase decisions of "Slai O'lai". Journal of Management and Entrepreneurship, 6(3), 28–37.https://doi.org/10.32503/jmk.v6i3.1871
Tamadesha, A. & Istiharini. (2018). The influence of customer experience and brand image on customer loyalty at Starbucks Bandung. Journal of Accounting and Business Studies (JABS), 3(1), 18-27.https://doi.org/10.61769/jabs.v3i1.301
Veloso, M., & Gómez-Suárez, M. (2023). Customer experience in the hotel industry: a systematic literature review and research agenda. International Journal of Contemporary Hospitality Management.https://doi.org/10.1108/ijchm-04-2022-0517
Villamor, A.P.C., & Arguelles, R.M. (2014). Personal selling and social media: Investigating their consequences to consumer purchasing intention. In Proceedings of the International Conference on Business, Management & Corporate Social Responsibility (ICBMCSR'14). Batam.
Voorhees, C. M., Brady, M. K., Calantone, R. J., & Ramirez, E. (2016). Discriminant validity testing in marketing: An analysis, causes for concern, and proposed remedies. Journal of the Academy of Marketing Science, 44(1), 119–134. https://doi.org/10.1007/s11747-015-0455-4
Yosua, A. (2021). The influence of personal selling, brand image, and product quality on consumer trust and its impact on insurance policy purchasing decisions. Jurnal Syntax Transformation, 2(12), 1686-1699.
