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All Journal Majapahit Journal of Islamic Finance dan Management Majapahit Journal of Islamic Finance dan Management
Safitri, Feni Malinda
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Artificial Intelligence on Brand Preference of Syariah Banking Customers in Bandung Raya Safitri, Feni Malinda; Suhartanto, Dwi; Setiawan, Setiawan
Majapahit Journal of Islamic Finance and Management Vol. 5 No. 3 (2025): Islamic Finance and Management
Publisher : Department of Sharia Economics Institut Pesantren KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v5i3.466

Abstract

The rapid advancement of Artificial Intelligence (AI) technology has brought significant transformations across various industries and reshaped how consumers interact. This study highlights the role of AI-based chatbots and analytics in shaping marketing strategies and customer service. Chatbots enable round-the-clock service, support multiple languages, and reduce operational costs. Meanwhile, AI-driven marketing facilitates a more personalized approach by leveraging data to predict consumer needs, accelerate decision-making, and influence purchasing behavior, despite the inherent risk of bias. Grounded in the Stimulus-Organism-Response (S-O-R) model, this research focuses on the influence of AI on brand preference in the context of Islamic banking in Indonesia. The study aims to support Islamic banks in designing AI-driven marketing activities and formulating more effective branding and marketing strategies. A survey was conducted with over 400 respondents. The findings reveal that consumers appreciate the speed and personalization offered by AI-powered services; however, they remain aware of AI’s limitations in emotional understanding. This indicates that while AI enhances engagement, further development is needed to create more emotionally intuitive AI-driven experiences.
The Influence of Artificial Intelligence on Brand Preference of Syariah Banking Customers in Bandung Raya Safitri, Feni Malinda; Suhartanto, Dwi; Setiawan, Setiawan
Majapahit Journal of Islamic Finance and Management Vol. 5 No. 3 (2025): Islamic Finance and Management
Publisher : Department of Sharia Economics Institut Pesantren KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v5i3.466

Abstract

The rapid advancement of Artificial Intelligence (AI) technology has brought significant transformations across various industries and reshaped how consumers interact. This study highlights the role of AI-based chatbots and analytics in shaping marketing strategies and customer service. Chatbots enable round-the-clock service, support multiple languages, and reduce operational costs. Meanwhile, AI-driven marketing facilitates a more personalized approach by leveraging data to predict consumer needs, accelerate decision-making, and influence purchasing behavior, despite the inherent risk of bias. Grounded in the Stimulus-Organism-Response (S-O-R) model, this research focuses on the influence of AI on brand preference in the context of Islamic banking in Indonesia. The study aims to support Islamic banks in designing AI-driven marketing activities and formulating more effective branding and marketing strategies. A survey was conducted with over 400 respondents. The findings reveal that consumers appreciate the speed and personalization offered by AI-powered services; however, they remain aware of AI’s limitations in emotional understanding. This indicates that while AI enhances engagement, further development is needed to create more emotionally intuitive AI-driven experiences.
Co-Authors Dwi Suhartanto Setiawan Setiawan