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All Journal Journal of Social Research Journal Research of Social Science, Economics, and Management
Budiyanto Budiyanto
Sekolah Tinggi Ilmu Ekonomi Indonesia, Surabaya
Humanities Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Social Sciences

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Islamic Marketing: A Catalyst In Enhancing Customer Decision-Making In Islamic Banks Yudi Siyamto; Budiyanto Budiyanto; Khuzaini Khuzaini
Journal Research of Social Science, Economics, and Management Vol. 4 No. 5 (2024): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v4i5.761

Abstract

This study aims to analyze the influence of Islamic marketing, trust in regulations, and the image of Islamic banks in social activities on customer decisions, as well as the role of financial literacy moderation on these relationships. The sample used consisted of 384 Islamic bank customers who were selected through accidental sampling techniques. Data was collected through questionnaires and analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with the help of SmartPLS software. The results of the study show that Islamic marketing has a significant influence on customer decisions with the highest coefficient compared to other variables. The image of Islamic banks in social activities also has a significant effect, but trust in regulations does not show a significant influence on customer decisions. Islamic financial literacy has been proven to moderate the relationship between the image of Islamic banks in social activities and customer decisions, while not moderating the relationship between Islamic marketing and trust in regulations on customer decisions. These findings contribute to the development of Islamic bank marketing theory and provide insights for Islamic banks to strengthen their marketing strategies by focusing on the social image and financial literacy of customers.
The Role of Islamic Bank Image and Customer Trust In Mediating The Influence of Islamic Marketing on Islamic Bank Customer Decisions Yudi Siyamto; Budiyanto Budiyanto; Khuzaini Khuzaini
Journal of Social Research Vol. 4 No. 2 (2025): Journal of Social Research
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/josr.v4i2.2431

Abstract

This article discusses the challenges faced by Islamic banks in Indonesia, especially related to the low public knowledge about Islamic bank services and their impact on customer decisions. This study aims to identify the factors that influence customers' decisions in using Islamic bank products and services, with an emphasis on the role of Islamic marketing, corporate image, and customer trust. The method used is Structural Equation Modeling Partial Least Square (SEM-PLS) analysis to test the relationship between variables. The data was obtained through a questionnaire filled out by 384 Islamic bank customers in Central Java. The results of the study show that Islamic marketing has a significant effect on customer decisions, the image of Islamic banks, and customer trust. The image of Islamic banks and customer trust also function as mediating variables in the relationship. These findings highlight the importance of marketing strategies based on Islamic values and corporate image management to improve customer decisions in using Islamic bank services.
Co-Authors Khuzaini Khuzaini Yudi Siyamto