| Summary: | Salah satu aspek penting yang mempengaruhi gelagat pengguna ialah
personaliti. Untuk menganalisis pengaruh personaliti terhadap gelagat pengguna
melibatkan sebuah alat pengukuran personaliti. Alat pengukuran personaliti yang
sedia ada tertumpu pada pendekatan Barat yang berasaskan pada norma, budaya,
agama dan keyakinan masyarakat Barat. Hal inilah yang menjadi masalah ketika alat
pengukuran ini digunakan ke atas kajian masyarakat Muslim. Kajian ini mempunyai
tiga tujuan. Pertama, membina sebuah alat pengukuran personaliti pengguna
berdasarkan konsep Islam. Kedua, menganalisis tahap personaliti pengguna Muslim
dan ketiga menilai pengaruh personaliti pengguna Muslim terhadap gelagat
pemilihan Institusi Perbankan Islam (IPI). Pengaplikasian terhadap aspek gelagat
pemilihan IPI disebabkan masih rendahnya syer pasaran IPI di Indonesia umumnya
dan Kabupaten Kampar, Riau khasnya. Rendahnya syer pasaran ini tidak seiring
dengan besarnya peratus penduduk Muslim di Indonesia. Kajian ini menggabungkan
pendekatan kualitatif dan kuantitatif yang terbahagi kepada dua fasa. Fasa pertama
yang berbentuk kualitatif bagi mencapai objektif petama, data diperolehi melalui
kajian perpustakaan dan dianalisis menggunakan analisis kandungan. Akhir fasa ini
turut melibatkan temu bual separa berstruktrur dengan sekumpulan pakar bagi
memastikan ketepatan kerangka konseptual personaliti pengguna Islam. Fasa kedua
berbentuk kuantitatif bagi mencapai objektif kedua dan ketiga.
One of the essential aspects that influence consumer behavior is the
personality. To analyze the influence of personality on consumer behavior involves
the use of a personality assessment tool. Personality assessment tools available are
mostly of western approach, which is based on the norms, culture and beliefs of the
Western societies. This has become a problem when these assessment tools are used
in studies involving Muslim societies. This study was conducted to address this
problem. This study has three objectives. First, is to set a personality assessment
tool based on Islamic concept. Second, is to analyze the level of Muslim consumers
personality and third is to evaluate the influence of Muslim consumers personality
on Islamic Banking Institutions (IPI) preference. Application of IPI preference is
caused by the low market shares of IPI in Indonesian, especially in Kampar regency,
Riau Province. This low market share is not in line with the high percentage of
Muslim population in Indonesia. This study combines qualitative and quantitative
approaches and it is divided into two phases. The first phase is qualitative in order to
achieve the first objective, data was obtained through library research and analyzed
using content analysis. The first phase was complemented with interviewing of
group of experts to ensure the accuracy of the conceptual framework of Islamic
consumers personality. The second phase is quantitative in order to achieve the
second and third objective.
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