PEMAKNAAN UTANG DAN PRAKTIK MENTAL ACCOUNTING: STUDI KUALITATIF TERHADAP NASABAH PT PEGADAIAN SYARIAH DI MADURA

This study aims to explore the meaning of debt and the practice of mental accounting among customers of PT Pegadaian Syariah in Madura, and how these factors help minimize the risk of non-performing financing. Using a descriptive qualitative approach, data were collected through in-depth interviews, observation, and documentation involving ten informants selected by purposive sampling. The results show that most customers perceive debt positively, regarding it as a means to support business growth, expand capital, and fulfill moral responsibility. The practice of mental accounting is evident in how customers divide income into specific financial posts, keep expense records, and set reminders for installment due dates. Self-control emerges as customers consciously restrain impulsive spending, prioritize installment payments, and discuss financial management with family members. Meanwhile, time-consistent behavior is reflected in consistent on-time payments even during financial hardship. The study also found variations based on gender and age: female customers tend to be more detailed in financial recording, while male customers often focus on seeking additional income. Older customers view debt more cautiously as a trust to be preserved, whereas younger customers see it more pragmatically but are more prone to impulsive spending. In conclusion, perceiving debt as a moral responsibility and applying mental accounting significantly contribute to smooth installment payments and lower default risk. This study recommends that Islamic financial institutions develop financial education programs based on mental accounting tailored to the gender and age characteristics of their customers.