Factors Influencing Customer Interest in Seulanga Savings Products at PT Bank Aceh Syariah Julok Sub-Branch

Abstract

The decline and improvement of a country's economy is greatly assisted by banking institutions. Along with the development of the banking world, Indonesia began to implement a Sharia banking system. As a local Islamic financial institution, PT Bank Aceh Syariah offers superior products such as Tabungan Seulanga with the aim of encouraging financial inclusion and fostering interest in sharia-based saving.This study aims to identify and understand the factors that influence customer interest in Seulanga Savings at the Julok sub-branch.This qualitative study employed a descriptive approach with data collection through structured interviews with 15 customers (aged 25-70 years, including entrepreneurs, civil servants, and retirees), participant observation at the bank location, and document analysis. Data were analyzed using Miles and Huberman's interactive model involving data reduction, data display, and conclusion drawing. The findings indicate that customer interest in Seulanga Savings products is significantly influenced by four main factors: (1) Product quality, characterized by competitive profit-sharing (3-5% based on mudharabah contract), minimum balance of Rp 500,000, cultural integration of Aceh's Seulanga design, and direct reward points system; (2) Service quality, demonstrated through fast account opening process (20-25 minutes), staff empathy, SMS/mobile banking notifications, though criticism exists regarding queues during peak hours; (3) Trust, built through the bank's track record as a trusted regional sharia institution, transparent financial reporting, and LPS guarantee up to Rp 2 billion per customer; and (4) Religious factors, as a key element in Aceh's Islamic context, where all informants emphasized riba-free products compliant with DSN-MUI fatwa.Product quality, service quality, trust, and religiosity collectively shape high customer interest and loyalty toward Seulanga Savings, confirming its relevance in promoting sharia financial inclusion in the Julok region and Aceh more broadly.