Surjaatmadja, Surachman (2020) Factors that influencing the customer decision to purchase Islamic banking products. Opción, 36 (91). pp. 388-404. ISSN 1012-1587/ISSNe: 2477-9385
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Abstract
This study aims to determine the factors that influence the decision to purchase or intention to use Islamic banking service products in Indonesia. The design of this study is a quantitative approach. For analyzing the multiple relationships, we use Linear Structural Relations (LISREL version 8.0). The results of this study indicate that the customer's decision or intention to use Islamic Bank product services is influenced by the perception of product diversity with a contribution of 21%. In conclusion, attention dimension contributes 95% to marketing communications carried out by Islamic Banks in Indonesia. Keywords: Product, Diversification, Service value, Marketing.
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Library of Congress Subject Areas > Prodi S2 Magister Manajemen Prodi S2 Magister Manajemen |
| Depositing User: | Mr. Surachman Surjaatmadja |
| Date Deposited: | 31 Aug 2020 06:39 |
| Last Modified: | 31 Aug 2020 06:39 |
| URI: | http://repository.ibs.ac.id/id/eprint/1072 |
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