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All Journal Islamadina : Jurnal Pemikiran Islam E-Journal of Tourism Jurnal Ilmiah Ekonomi Islam Journal of Economic, Bussines and Accounting (COSTING) Madani Jurnal Politik dan Sosial Kemasyarakatan Abdimas Umtas : Jurnal Pengabdian kepada Masyarakat JURNAL LENTERA BISNIS Al-Tsiqoh : Jurnal Ekonomi dan Dakwah Islam International Journal of Business Studies Jurnal Manajemen Enrichment : Journal of Management Aceh Anthropological Journal Tashwirul Afkar Jurnal Pengabdian Masyarakat Indonesia JEBDEKER: Jurnal Ekonomi, Manajemen, Akuntansi, Bisnis Digital, Ekonomi Kreatif, Entrepreneur Batara Wisnu : Indonesian Journal of Community Services An-Nur : Jurnal Studi Islam Jurnal Pengabdian Teratai Madani : Jurnal Pengabdian Kepada Masyarakat
Faizi
Universitas Pembangunan Nasional Veteran Jakarta
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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The Role of Advertising on Islamic Banks: An Evidence from Millennial Consumer’s Attitude and Intention Faizi Faizi; Airlangga Surya Kusuma Kusuma
Jurnal Ilmiah Ekonomi Islam Vol. 9 No. 1 (2023): JIEI : Vol.9, No.1, 2023
Publisher : ITB AAS INDONESIA Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jiei.v9i1.7217

Abstract

Since the establishment of Bank Syariah Indonesia as the largest Islamic bank in Indonesia, this bank has considered millennial consumers as its main potential customers. To gain these potential customers, Bank Syariah Indonesia launched a television advertisement for its product, namely Griya Simuda. The objective of this study is to investigate millennial consumers’ attitudes toward Griya Simuda television advertising and Griya Simuda product, and also millennial consumers’ intention to purchase Griya Simuda products. This research employs a quantitative approach, in which survey data from 155 millennial respondents were analyzed using simple linear regression analysis. The findings of this research showed that consumers’ attitude toward Griya Simuda advertising has a positive effect on consumers’ attitude toward Griya Simuda product. In turn, consumers’ attitude toward Griya Simuda product has a positive effect on the intention to purchase Griya Simuda product, and the attitude toward Griya Simuda advertising also has a positive effect on the intention to purchase Griya Simuda product. The conclusion of this research is that Islamic banks should utilize television advertisements more to promote their products.
Co-Authors Abdul Husen Zaelani Ade Nur Rohim Ahmad Khoiri Airlangga Surya Kusuma Kusuma Anggi Angga Resti Anggi Hermayanti Arif Budi Abraham Audrey Alya Aulia Hadistiara Ayunita Ajengtiyas Saputri Mashuri Azzaleya Agashi Lombu Deffia Dea Vitaloka Denta Amelia Erfandi Erfandi Erni Novita Sari Faisal Marzuki Farida Amalia Fatiya Rahmah Hafizh Fadhilah Atmadja Hafsah Aqilla Jindar Muttaqin Kusuma, Airlangga Surya Mohd Sollehudin Bin Shuib Mohd Sollehudin Bin Shuib Muhammad Anwar Fathoni Muhammad Arkansyah Mochtar Muhammad Faturrohman Arkaan Sunyoto Nabila Puspita Wulandana Nadya Deninda Rachman Purwanto Widodo Purwanto Widodo Purwanto Widodo Purwanto Widodo Retna Sari Retno Dyah Kusumastuti, Retno Dyah Salma Asla Salsabila Praza Salma Asla Salsabila Praza Sufyati HS Sulthan Suci Yudhistira Sulthan Suci Yudhistira Suprima Tati Handayani