Proceedings of the First International Conference of Economics, Business & Entrepreneurship, ICEBE 2020, 1st October 2020, Tangerang, Indonesia

Research Article

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

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  • @INPROCEEDINGS{10.4108/eai.1-10-2020.2305580,
        author={Roslina  Roslina and Habibullah  Jimad},
        title={The Customer Awareness and Intention of Syariah Bank:The Role of Marketing Communications},
        proceedings={Proceedings of the First International Conference of Economics, Business \& Entrepreneurship, ICEBE 2020, 1st October 2020, Tangerang, Indonesia},
        publisher={EAI},
        proceedings_a={ICEBE},
        year={2021},
        month={4},
        keywords={customer awareness customer intention marketing communication syariah banks},
        doi={10.4108/eai.1-10-2020.2305580}
    }
    
  • Roslina Roslina
    Habibullah Jimad
    Year: 2021
    The Customer Awareness and Intention of Syariah Bank:The Role of Marketing Communications
    ICEBE
    EAI
    DOI: 10.4108/eai.1-10-2020.2305580
Roslina Roslina1,*, Habibullah Jimad1
  • 1: University of Lampung
*Contact email: roslina@feb.unila.ac.id

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