The Strategic Marketing of Islamic Banking Indonesia in Attracting Indonesia Consumer

• Main Author: Anggoro, Muhammad Agung
• Format: Thesis
• Language: English; English
• Published: 2011
• Subjects: HG Finance
• Online Access: https://etd.uum.edu.my/2785/1/Muhammad_Agung_Anggoro.pdf; https://etd.uum.edu.my/2785/2/1.Muhammad_Agung_Anggoro.pdf; https://etd.uum.edu.my/2785/
• Institution: Universiti Utara Malaysia

The main objective of this study is to examine the influenced component of marketing strategic in Islamic banking in attracting Indonesian consumer. In order to measure that, four types of component in Islamic banking marketing strategic which were about marketing mix influences (Product, Promotion, Place, and Price) to consumer's decision in choosing Islamic Banking in Indonesia. Based on the problem statement in this research, researcher found that Islamic Banking in Indonesia got less intention from Indonesian peoples. Distribution variable has the most important role to influenced the customer in choosing Islamic Banking in Indonesia. To achieve the goal, the researcher implements F-Test (whole analysis), T-Test (partial analysis) and partial determination coefficient. Through F-Test, it can be identified the influenced of each marketing mix variables to consumer's decision in choosing Islamic Banking in Indonesia. Then, partial determination coefficient used to identify marketing mix variables which minimally influence to consumer's decision in choosing Islamic Banking in Indonesia. Based on data analysis gathered from the respondent who use Islamic Banking products, it can be identified that all marketing mix variables positively and significantly influenced to consumer's decision altogether. Partially, product and place variable does not significantly influenced to consumer's decision. While, marketing mix variables which give significant influence to consumer's decision in choosing Islamic Banking in Indonesia are price, and promotion.