Analysis of Marketing of Sharia Banking Service Products Based on Consumer Perception

Nizar Alam Hamdani, Galih Abdul Fatah Maulani

Abstract

The present study was aimed at describing the perception map of the position of each Islamic banking services in Garut and identifying the benefits of each Islamic banking based on consumer perceptions. The study was conducted by taking a sample of 100 respondents who performed Islamic banking activities using services of the following banks: Bjb Syariah (Bjbs), Bank Syariah Mandiri (BSM), BNI Syariah and Bank Muamalat. To achieve the aims, this study employed a descriptive analysis method using an inferential statistical approach. The samples were chosen using a systematic sampling technique. The data were analyzed using a multidimensional scaling (MDS) procedure. The results revealed that, in terms of product and price perceptions, Bank Muamalat topped the list. In terms of emotion and convenience factors, BSM excelled in its social class, life style, image, technology, strategic location, and likeable bank physical appearance. BNI Syariah; meanwhile, was at the bottom since each of its attributes was always at the lowest rank.

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Paper Citation


in Harvard Style

Hamdani N. and Maulani G. (2017). Analysis of Marketing of Sharia Banking Service Products Based on Consumer Perception.In 1st International Conference on Islamic Economics, Business, and Philanthropy - Volume 1: ICIEBP, ISBN 978-989-758-315-5, pages 515-520. DOI: 10.5220/0007085005150520


in Bibtex Style

@conference{iciebp17,
author={Nizar Alam Hamdani and Galih Abdul Fatah Maulani},
title={Analysis of Marketing of Sharia Banking Service Products Based on Consumer Perception},
booktitle={1st International Conference on Islamic Economics, Business, and Philanthropy - Volume 1: ICIEBP,},
year={2017},
pages={515-520},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0007085005150520},
isbn={978-989-758-315-5},
}


in EndNote Style

TY - CONF

JO - 1st International Conference on Islamic Economics, Business, and Philanthropy - Volume 1: ICIEBP,
TI - Analysis of Marketing of Sharia Banking Service Products Based on Consumer Perception
SN - 978-989-758-315-5
AU - Hamdani N.
AU - Maulani G.
PY - 2017
SP - 515
EP - 520
DO - 10.5220/0007085005150520