Corporate image as mediator of Islamic marketing mix to intention in becoming a customer of Bank Syariah Indonesia in East Java

Rosanti, Hani ORCID: https://orcid.org/0009-0009-5827-7890 and Rahayu, Yayuk Sri ORCID: https://orcid.org/0000-0001-6315-7943 (2023) Corporate image as mediator of Islamic marketing mix to intention in becoming a customer of Bank Syariah Indonesia in East Java. Jurnal Ekonomi Syariah Teori dan Terapan, 10 (3). pp. 305-321. ISSN 2407-1935

Preview

Text 15955.pdf - Published Version Available under License Creative Commons Attribution Non-commercial Share Alike. Download (403kB) | Preview

Abstract

This study aimed to determine the effect of Islamic marketing mix on the intention of the people of East Java to become BSI customers mediated by corporate image. This research method used was quantitative research. The sampling technique in this study used a convenience sampling technique. The research sample was 175 respondents. Respondents were taken from the people of East Java, both those who have become BSI bank customers and those who have the potential to become BSI bank customers. Data was collected by distributing questionnaires. Researchers used questionnaires on the Google form and conducted interviews with some people in the East Java region with the aimed of obtaining information. The results of the study show that there is no influence between the Islamic marketing mix on the intention to become a customer which is mediated by corporate image. This is because the public's intention in becoming customers of BSI bank is mostly motivated by factors or encouragement from oneself, agency obligations, products offered by BSI bank in accordance with community needs, and so on. So, the corporate image is still not able to mediate the Islamic marketing mix on the intention in becoming a customer of BSI bank in East Java. The Islamic marketing mix can influence people's intention in becoming customers, but not the Islamic marketing mix which is mediated by corporate image. The results of this study should be used by BSI bank to improve its corporate image which is a merger of three banks in order to attract the intention of the people of East Java to become customers at BSI bank.

Item Type:	Journal Article
Keywords:	corporate image; Islamic marketing mix; public intention; customers
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing
Divisions:	Faculty of Economics > Department of Islamic Banking
Depositing User:	Yayuk Sri Rahayu
Date Deposited:	25 Oct 2023 08:33

Downloads

Origin of downloads

Actions (login required)

View Item