<font style="vertical-align: inherit;"><font style="vertical-ali, <font style="vertical-align: inherit;"><font style="vertical-ali and <font style="vertical-align: inherit;"><font style="vertical-ali, <font style="vertical-align: inherit;"><font style="vertical-ali (2020) The Customer Awareness and Intention of Syariah Bank: The Role of Marketing Communications. In: The 3rd International Conference of Economic and Business Entrepreneurship, 1 Oktober 2020, Hotel Horison, Bandar Lampung. (Submitted)

Text ICEBE2020_paper_88_rev.docx Download (55kB)

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)
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Ekonomi dan Bisnis (FEB) > Prodi Manajemen
Depositing User:	HABIBULLAH . JIMAD
Date Deposited:	12 Nov 2020 02:18
Last Modified:	12 Nov 2020 02:18
URI:	http://repository.lppm.unila.ac.id/id/eprint/24993

Actions (login required)

View Item