The Customer Awareness and Intention of Syariah Bank:The Role of Marketing Communications

Roslina, Roslina and Jimad, Habibullah (2021) The Customer Awareness and Intention of Syariah Bank:The Role of Marketing Communications. In: ICEBE 2020, 1st October 2020, Tangerang, Indonesia.

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Abstract

A small number of Muslims who use Syariah banks, indicating that there are still many Muslim communities in Indonesia who do not understand the nature of Syariah banks. The purpose of this research is to examine the effect of marketing communication on the awareness and intention of customers of Syariah banks. This study used a survey method with college student respondents in Bandar Lampung. The sample was taken using non-probability sampling. Data analysis was performed using SEM. The results showed that marketing communications able to provide information to students were advertising (advertisements, brochures, signboards, and banners) and direct marketing (websites Syariah bank). Marketing communication affects customer intention to use Syariah bank products and awareness partially mediating the effect of marketing communication on customer intention to use Syariah bank products. This research is important for policymakers at Syariah banks to determine marketing communication strategies, especially for millennials

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: customer awareness customer intention marketing communication syariah banks
Subjects: H Social Sciences > H Social Sciences (General)
Depositing User: EAI Editor IV
Date Deposited: 10 May 2021 10:00
Last Modified: 10 May 2021 10:00
URI: https://eprints.eudl.eu/id/eprint/3271

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