The effect of green marketing to the preference of Islamic banking customers through marketing mix

Solekah, Nihayatu Aslamatis ORCID: https://orcid.org/0000-0002-6722-8283 (2015) The effect of green marketing to the preference of Islamic banking customers through marketing mix. Presented at International Conference on Islamic Economics and Business (ICONIES) 2015, 2-3 Nov 2015, Faculty of Economics, Universitas Islam Negeri Maulana Malik Ibrahim Malang.

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Abstract

This paper aims to determine the effect of green marketing to the preference of Islamic banking customers through the marketing mix . Islamic banking is a bank that has a potential business model of banks by implementing green banking, as well as provisions of Bank Indonesia as the central bank which has included Green Banking as a concept that should be implemented in its business practices . This research is quantitative research that uses acccidental sampling to customers of Islamic banking which consists of BRI Syariah, BTN Syariah, BNI Syariah, Bank Syariah Mandiri, Bank Muamalat Indonesia, Bank Jatim Syariah, Bank Mega Syariah and Bank Panin Syariah with a sample of 152 customers. The result shows that the Marketing Mix (Product, Price, Place, Promotion, People, process and physical evidence) that use green marketing simultaneously influence on the preference of the customers of Islamic banks. There are five marketing mix variables (price, place, promotion, process and physical evidence) that use green marketing partial effect on Islamic banking customer choice. As for the variable product and people are not partial effect on bank customers Shari'ah choice. Variable Price which includes a determination for wadiah results, as well as the fee or bonus mudhorobah Islamic banks already incorporate elements of the strategy of green (environmentally friendly) had a dominant influence on the choice of Islamic banking customers

Item Type:	Conference (Paper)
Additional Information:	ISSN 2476-9851
Keywords:	green marketing; product; price; place; promotion; people; process; physical evidence
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Divisions:	Faculty of Economics > Department of Islamic Banking
Depositing User:	Nihayatu Aslamatis Solekah
Date Deposited:	24 Nov 2020 08:40

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