The effect of brand characteristics and product quality on willingness to invest in an islamic bank

Sri Rahayu Hijrah Hati, Sri Daryanti, Anya Safira, Sigit Sulistyo Wibowo

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

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.

Original languageEnglish
Title of host publicationProceedings of the 32nd International Business Information Management Association Conference, IBIMA 2018 - Vision 2020
Subtitle of host publicationSustainable Economic Development and Application of Innovation Management from Regional expansion to Global Growth
EditorsKhalid S. Soliman
PublisherInternational Business Information Management Association, IBIMA
Pages5160-5169
Number of pages10
ISBN (Electronic)9780999855119
Publication statusPublished - 1 Jan 2019
Event32nd International Business Information Management Association Conference, IBIMA 2018 - Seville, Spain
Duration: 15 Nov 201816 Nov 2018

Publication series

NameProceedings 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

Conference

Conference32nd International Business Information Management Association Conference, IBIMA 2018
CountrySpain
CitySeville
Period15/11/1816/11/18

Keywords

  • Brand Characteristics
  • Islamic Bank
  • Product Quality
  • Term Deposit
  • Willingness to Invest

Fingerprint Dive into the research topics of 'The effect of brand characteristics and product quality on willingness to invest in an islamic bank'. Together they form a unique fingerprint.

  • Cite this

    Hati, S. R. H., Daryanti, S., Safira, A., & Wibowo, S. S. (2019). The effect of brand characteristics and product quality on willingness to invest in an islamic bank. In K. S. Soliman (Ed.), 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 (pp. 5160-5169). (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). International Business Information Management Association, IBIMA.