PARADOKS INOVASI DALAM PRODUK TABUNGAN SYARIAH: PERAN INOVASI, PROMOSI, DAN BAGI HASIL TERHADAP MINAT MENABUNG NASABAH

Abstract

This study aims to analyze the roles of product innovation, promotion, and profit-sharing in influencing customers' saving intentions at Bank Syariah Indonesia (BSI KC S Parman) and to identify the innovation paradox phenomenon within Sharia savings products. The study employs a quantitative approach with an associative design. Data were collected via questionnaires distributed to 100 customers and analyzed using multiple linear regression following validity, reliability, and classical assumption tests. The results indicate that product innovation has a significant negative effect on saving intentions, with a regression coefficient of -0.252, a t-value of -7.152, and a significance level of <0.001. Conversely, promotion has a significant positive effect (coefficient: 0.588; t-value: 17.816; significance: <0.001), as does profit-sharing (coefficient: 0.620; t-value: 14.888; significance: <0.001). Simultaneously, product innovation, promotion, and profit-sharing significantly influence saving intentions, with an F-value of 1006.389 and a significance level of <0.001. The Adjusted R² value of 0.968 indicates that the model explains 96.8% of the variation in saving intentions. The study's key finding reveals an innovation paradox: innovations conceptually expected to enhance product appeal actually exert a negative influence on saving intentions. These results underscore the importance of innovations that are relevant, easily understood, and aligned with customer needs, supported by effective promotion and competitive profit-sharing benefits.