The Dynamics Of Hajj and Umrah Savings Customer Decisions

This study investigates the decision-making dynamics and preference-switching behavior of customers regarding Hajj and umrah savings products at Bank Muamalat Solok Sub-Branch Office. Addressing the empirical anomaly of a drastic market share drop to a mere 1.08% amid intense regional competition, this research adopts a qualitative approach utilizing the Push-Pull-Mooring (PPM) framework, enriched by direct customer interviews and source triangulation. The findings reveal that push factors—such as spatial-geographical barriers and limited physical infrastructure—drive customers away from the origin bank. Concurrently, pull factors, including competitors' aggressive network expansion and rapid SISKOHAT system integration, accelerate switching behavior, while mooring factors like social environment influence and Hajj Guidance Group (KBIH) recommendations finalize their choices. Actionable managerial implications include strengthening digital onboarding ecosystems, establishing strategic alliances with local travel agencies and KBIH, and enhancing marketing personnel capabilities through certified Islamic financial planning.