The Formation of Consumer Brand Engagement through Personal Selling: Brand Engagement and Purchase Intention in Islamic Banking

Muhammad Syahdat Adzani (Islamic University of Indonesia)
Endy Gunanto Marsasi (Islamic University of Indonesia)

Jurnal At-Tamwil: Kajian Ekonomi Syariah
Vol. 8 No. 2 (2026): Jurnal At-Tamwil September 2026

Purpose – This study aims to analyze the implementation of a personal selling-based marketing program in fostering Consumer Brand Engagement (CBE) and increasing the conversion of prospective customers within the Islamic banking industry. The study addresses the need to strengthen consumer involvement through sustained interactions and relevant product information in Islamic banking marketing. Design/Methods/Approach – The study was conducted at Bank Syariah X, Yogyakarta Branch, whose institutional identity is anonymized, through a personal selling program encompassing product socialization, presentations, visits, distribution of informational materials, follow-up activities, consultations, and assistance with account opening. Program effectiveness was evaluated using the interest rate, follow-up rate, visit rate, closing rate, and overall conversion rate. The primary theoretical framework employed is Consumer Brand Engagement, supported by Customer Engagement and Purchase Intention. Findings – The findings indicate that the program was effective in expanding brand awareness, generating consumer interest, and establishing initial interactions; however, conversion toward closing remained inconsistent. These findings suggest that consumer involvement progressed through initial information reception and interaction but was not consistently translated into purchase or account-opening decisions. Research Implications/Limitations – Enhancing communication quality, information relevance, and continuous follow-up is necessary to strengthen CBE, foster customer engagement, increase purchase intention, and optimize customer acquisition. The findings are limited to the implementation of a personal selling program at Bank Syariah X, Yogyakarta Branch, which may constrain their generalizability to other Islamic banking institutions and branches. Originality/Value – This study provides insight into how personal selling can be utilized to foster CBE and support the progression from consumer interaction to customer engagement, purchase intention, and conversion within sustainable Islamic banking marketing.