The Customer Awareness and Intention of Syariah Bank:The Role of Marketing Communications
2021
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.
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