ANALYSIS OF REPURCHASE INTENTION: THE CASE STUDY OF TEPAT FINANCING BANK DAYA SHARIA MMS LAB, 2021

• Main Author: Romdhon Asror, Ahmad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/63498
• Institution: Institut Teknologi Bandung

Relationship marketing is something that is needed in the context of Grameen's microfinance business model because people can be accepted as customers only if they follow the financing cycle. The first financing cycle starts with less than 3 million IDR and goes up until 50 million IDR. As the financing cycle increases, the acquisition cost tends to be static but the margin gets bigger. Therefore, one of the problems faced by the Bank is how to ensure customers can continue the financing into the next cycle. To follow up this problem, research is carried out to identify what factors influence repurchase intention of customers to go to the next cycle of financing, analyze its magnitude, and set them on priority scale so that Bank’s management is able to maximize take-up rate of customers of Tepat Financing. The study uses quantitative methods by utilizing a Typeform Survey which is distributed to customers through Bank Daya Sharia field officers after the routine center meetings are held. The customer fills out an independent survey from the link shared by the officers. The study sample is 190 active customers in the MMS Lab Bank Daya Syariah. From the respondents data obtained and then processed with the PLS-SEM method, it is found that the factor of customer satisfaction has the biggest influence on the repurchase intention then followed by the factor of switching cost. The venture’s performance and the perceived CSR can not be shown to have an influence on the repurchase intention of customers.