TY - GEN
T1 - The effect of brand characteristics and product quality on willingness to invest in an islamic bank
AU - Hati, Sri Rahayu Hijrah
AU - Daryanti, Sri
AU - Safira, Anya
AU - Wibowo, Sigit Sulistyo
N1 - Publisher Copyright:
Copyright © 2018 International Business Information Management Association (IBIMA).
PY - 2018
Y1 - 2018
N2 - This study aims to explore the influence of three elements of brand characteristics, brand familiarity, brand predictability, and brand competence, on consumers' willingness to invest in an Islamic bank investment account, specifically, a term deposit. This study also explores the influence of other variables such as product quality on the intention to invest in an Islamic bank term deposit. The data are collected in Indonesia from 217 respondents by using online surveys with self-administered questionnaires. The results show that one of the three elements of brand characteristics, brand familiarity, is the only significant factor that affects Muslim customers' willingness to invest in an Islamic bank. The results also show that other non-brand variables and product quality have a significant impact on willingness to invest in an Islamic bank. The study suggests that the Islamic bank should maintain the familiarity of its brand and improve the quality of its services as doing so significantly influences customers' willingness to invest in an Islamic bank.
AB - This study aims to explore the influence of three elements of brand characteristics, brand familiarity, brand predictability, and brand competence, on consumers' willingness to invest in an Islamic bank investment account, specifically, a term deposit. This study also explores the influence of other variables such as product quality on the intention to invest in an Islamic bank term deposit. The data are collected in Indonesia from 217 respondents by using online surveys with self-administered questionnaires. The results show that one of the three elements of brand characteristics, brand familiarity, is the only significant factor that affects Muslim customers' willingness to invest in an Islamic bank. The results also show that other non-brand variables and product quality have a significant impact on willingness to invest in an Islamic bank. The study suggests that the Islamic bank should maintain the familiarity of its brand and improve the quality of its services as doing so significantly influences customers' willingness to invest in an Islamic bank.
KW - Brand Characteristics
KW - Islamic Bank
KW - Product Quality
KW - Term Deposit
KW - Willingness to Invest
UR - http://www.scopus.com/inward/record.url?scp=85063063519&partnerID=8YFLogxK
M3 - Conference contribution
AN - SCOPUS:85063063519
T3 - Proceedings of the 32nd International Business Information Management Association Conference, IBIMA 2018 - Vision 2020: Sustainable Economic Development and Application of Innovation Management from Regional expansion to Global Growth
SP - 5160
EP - 5169
BT - Proceedings of the 32nd International Business Information Management Association Conference, IBIMA 2018 - Vision 2020
A2 - Soliman, Khalid S.
PB - International Business Information Management Association, IBIMA
T2 - 32nd International Business Information Management Association Conference, IBIMA 2018
Y2 - 15 November 2018 through 16 November 2018
ER -