Pengaruh Awareness Terhadap Niat Nasabah Menggunakan Produk Perbankan Syariah pada BNI Syariah Lhokseumawe dengan Media Communication Sebagai Pemoderasi

Fuadi Fuadi, Munandar Munandar

Abstract


The purpose of this study is to determine and analyze the effect of awareness on the intention to choose Islamic banking products with media communication as a moderator variable at BNI Syariah Lhokseumawe City. The location and area of research in this study to obtain primary data are in Lhokseumawe City. The population in this study is the people of Lhokseumawe city who have been customers of BNI Syariah for at least the last 3 years. The number of samples used for the study were 150 customers and were taken using an accidental technique approach. The results showed Awereness (Awareness) has a significant effect on customer intentions. Meanwhile, the findings show that media communication moderates the influence of awareness on customer intentions. Media communication in the traditional category has a greater impact than the media communication in the internet / digital category.

 

Keywords: Awereness, Media Communication, Intention.

Full Text:

PDF

References


Ajagbe, T. (2013). “Islamic Banking development and evolution: current issues and future prospects”. Journal of Research in International Business and Management, Vol.3 No.2, pp : 73-79.

Ajzen, I., Madden, T.J. (1986), “Prediction of goal directed behaviour: Attitudes, intentions, and perceived behavioural control”. Journal of Experimental Social Psychology, Vol. 22 No. 5, pp : 453-474

Albaity, M. and Rahman, M. (2019), "The intention to use Islamic banking: an exploratory study to measure Islamic financial literacy", International Journal of Emerging Markets, Vol. 14 No. 5, pp. 988-1012.

Algifari. (2006), “Statistika Induktif untuk Ekonomi & Bisnis”. Jakarta: UPP AMP YKPN.

Amin, H., Rahman, A.R.A., Laison Sondoh, S., Jr and Hwa, A.M.C. (2011), “Determinants of customers’ intention to use Islamic personal financing”, Journal of Islamic Accounting and Business Research, Vol. 2 No. 1, pp. 22-42

Amin, M., Isa, Z. and Fontaine, R. (2013), "Islamic banks: Contrasting the drivers of customer satisfaction on image, trust, and loyalty of Muslim and non‐Muslim customers in Malaysia", International Journal of Bank Marketing, Vol. 31 No. 2, pp. 79-97.

Bhayani, S., Vachhani, V.N. (2014), “Internet Marketing vs Traditional Marketing : A Comparative Analysis”, Fortune Institute of International Business (FIIB) Business Review, Vol. 3 No. 3, p. 53-63.

Cakici, N.M. and Shukla, P. (2017), "Country-of-origin misclassification awareness and consumers’ behavioral intentions: Moderating roles of consumer affinity, animosity, and product knowledge", International Marketing Review, Vol. 34 No. 3, pp. 354-376.

Che-Ha, N., Hamzah, Z.L., Abd Sukor, M.E., Mohd Said, S. and Veeriah, K. (2016), "Profiling Islamic Banking Customers: Does Product Awareness Matter?", Mutum, D.S., Butt, M.M. and Rashid, M. (Ed.) Advances in Islamic Finance, Marketing, and Management, Emerald Group Publishing Limited, pp. 223-243.

Endah, P.A, Titin, E, Murry, H.S, (2016), “Peran Kategori Produk Sebagai Pemoderasi Citra Negara Asal Pada Ekuitas Merek”. Jurnal Bisnis dan Ekonomi (JBE). Vol. 23 No.1, PP : 20-29, ISSN : 1412-3126

Fang, J., Wen, C., George, B., and Prybutok, V.R. (2016), “Consumer heterogeneity, percevied value, and repurchase decision making shopping: the role of gender, age, and shopping motives”, Journal of Electronic Commerce Research, Vol. 17 No. 2, p. 116.

Fishbein, M., Ajzen, I. (1975), “Belief, Attitude, Intention and Behaviour: An Introduction to Theory and Research”. Reading: Addison-Wesley.

Ghozali, Imam. (2011), Analisis Multivariate Lanjutan Dengan Program SPSS. Semarang: BP Undip

Hair, J.F. Jr, Bush, R. and Ortinau, D.J. (2008), “Marketing Research: In a Digital Information Environment”, McGraw-Hill Irwin.

Hoque, M.E., Nik Hashim, N.M.H. and Azmi, M.H.B. (2018), "Moderating effects of marketing communication and financial consideration on customer attitude and intention to purchase Islamic banking products: A conceptual framework", Journal of Islamic Marketing, Vol. 9 No. 4, pp. 799-822.

Islam, J.U. and Rahman, Z. (2017), "Awareness and willingness towards Islamic banking among Muslims: An Indian perspective", International Journal of Islamic and Middle Eastern Finance and Management, Vol. 10 No. 1, pp. 92-101.

Khattak, N. Z., & Rehman, K. U. (2010). “Customer satisfaction and awareness of Islamic banking system in Pakistan”. African Journal of Business Management, Vol.4 No.5, pp. 662-671.

Kotler, P., Keller, K.L. (2009). “Manajemen Pemasaran, Edisi 13 Jilid Dua”. Erlangga : Jakarta.

Lajuni, N., Ming, P.W.W., Yacob, Y., Ting, H., Jausin, A. (2017). “Intention to Use Islamic Banking Products and Its Determinants”, International Journal of Economics and Financial, Vol. 7 No.1, pp : 329-333.

Macmillan Dictionary (Definition of perspective). (2020, Juli 15). Diambil dari: http://www.macmillandictionary.com/dictionary/british/perspective

Masnita, Y., Yakub, A., Nugraha, A.T., Riorini, S.V. (2019), “Influence of Government Support, Technology Support and Islamic banking awareness on Islamic banking Choice in Indonesia with Moderating role of religiosity”, International Journal of Innovation, Creativity and Change, Vol. 6 No. 8, pp. 46-66.

Otoritas Jasa Keuangan, (2019). “Snapshoot Perbankan Syariah Indonesia”, Akses 10 Juli 2020, www.ojk.go.id

Otoritas Jasa Keuangan, (2019). “Statistik Perbankan Syariah (Juli)”, Akses 10 Juli 2020, www.ojk.go.id

Otoritas Jasa Keuangan, (2020). “Statistik Perbankan Syariah (April)”, Akses 10 Juli 2020, www.ojk.go.id

Putit, L., Johan, Z.J. (2015), Consumers’ acceptance of halal credit card services: An empirical analysis. Journal of Emerging Economies and Islamic Research, Vol.3 No.1, pp: 1-9.

Rademaker, C.A., Royne, M. and Wahlund, R. (2015), “Eco-harmful media perception and consumer response to advertising”, Journal of Cleaner Production, Vol. 108, pp. 799-807.

Rajagopal, 2006. "Influence of Advertising Variability, Brand Extension Effects, Brand Name, Variety Seeking Behavior and Customer Value on Buying Decisions: A Multi-experiment Analysis," Marketing Working Papers 2006-01-MKT, Tecnológico de Monterrey, Campus Ciudad de México.

Saleh, A.Md., Quazi, A., Keating, B., Gaur, S.S. (2017) "Quality and image of banking services : a comparative study of conventional and Islamic banks", International Journal of Bank Marketing, Vol. 35 No. 6, pp. 878-902

Santoso, Singgih, (2006), “Menguasai Statistik di Era Informasi dengan SPSS 14”, PT. Elex Media Komputindo, Jakarta.

Souiden, N. and Rani, M. (2015), "Consumer attitudes and purchase intentions toward Islamic banks: the influence of religiosity", International Journal of Bank Marketing, Vol. 33 No. 2, pp. 143-161.

Suhartanto, D. (2019), "Predicting behavioural intention toward Islamic bank: a multi-group analysis approach", Journal of Islamic Marketing, Vol. 10 No. 4, pp. 1091-1103.

Suliyanto, (2011). “Ekonometrika Terapan Teori dan Aplikasi dengan SPSS”. Yogyakarta: CV. Andi Offset

Taherdoost, H., Jalaliyoon, N. (2014), “Marketing VS E-Marketing”, International Journal of Academic Research in Management, Vol. 3 No. 4, p. 335-340.

Thambiah, S., Eze, U. C., Santhapparaj, A. J., & Arumugam, K. (2011). “Customers’ Perception on Islamic retail banking: A comparative analysis between the urban and rural regions of Malaysia”. International Journal of Business and Management, Vol.6 No.1, pp. 187-198.

Wahyuni, Salamah. (2012), “Moslem community behavior in the conduct of Islamic bank: the moderation role of knowledge and pricing”, Procedia-Social and Behavioral Sciences, Vol. 57, pp. 290-298.




DOI: https://doi.org/10.35870/emt.v4i2.147

Refbacks

  • There are currently no refbacks.