Record Details

Integrated Marketing and Customers’ Decision Saving Funds in Islamic Banks

Shirkah Journal of Economics and Business

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Field Value
 
Title Integrated Marketing and Customers’ Decision Saving Funds in Islamic Banks
 
Creator Christiyanto, Wenda Wahyu
Astutik, Mardi
 
Subject —
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Description Indonesia has a good market potential for Islamic banking business development. However, the market share of Islamic banks is still far behind the conventional ones. Over 5 years, Islamic marketing mix has been integrated with the contemporary marketing mix. This article prudently examines the decision of society to invest their funds in Islamic banks dealing with the integrated marketing mix. Questionnaires had been distributed to 150 respondents of Islamic banks customers. Using analysis of Structural Equation Modeling based on variance (SEM-PLS), this article shows that the integrated marketing mix has taken an influence on customer purchasing decisions, consisting of pragmatism and product, pertinence and promotion, persistence and process. Keywords: SEM-PLS, Islamic banking, integrated marketing 
 
Publisher Faculty of Islamic Economics and Business, Institut Agama Islam Negeri (IAIN) Surakarta
 
Contributor —
 
Date 2019-01-10
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://shirkah.or.id/new-ojs/index.php/home/article/view/216
10.22515/shirkah.v3i3.216
 
Source Shirkah: Journal of Economics and Business; Vol 3, No 3 (2018)
2503-4243
2503-4235
 
Language eng
 
Relation http://shirkah.or.id/new-ojs/index.php/home/article/view/216/58
 
Rights Copyright (c) 2019 Shirkah: Journal of Economics and Business
http://creativecommons.org/licenses/by-nc/4.0