Analysis of Arsenal FC debit card in Bank Muamalat Indonesia
- DOI
- 10.2991/insyma-19.2019.38How to use a DOI?
- Keywords
- consumer behavior, brand of product, sharia bank
- Abstract
Football is considered one of the most popular sports in the world. As a result, a reputable football club is deliberated to be a promising partner as it has many fans. Today, football is widely used by companies as the brand of products, including the financial sector in Indonesia. Several well-known clubs have partnered with banks in Indonesia to attract customers. Primary data was obtained from direct interviews with bank customers with a qualitative approach and triangulation method. The selected respondents were customers of Bank Muamalat Indonesia. The analysis shows that there is a great influence on the Arsenal Football Club as a brand in the behavior of customers in choosing football club-themed products. This research was conducted to increase attentiveness in sharia banking products in order to compete with conventional banking products.
- Copyright
- © 2019, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Sugeng Hariadi AU - Dea Switani Juniar AU - Irzameingindra Putri Radjamin PY - 2019/03 DA - 2019/03 TI - Analysis of Arsenal FC debit card in Bank Muamalat Indonesia BT - Proceedings of the 16th International Symposium on Management (INSYMA 2019) PB - Atlantis Press SP - 148 EP - 151 SN - 2352-5398 UR - https://doi.org/10.2991/insyma-19.2019.38 DO - 10.2991/insyma-19.2019.38 ID - Hariadi2019/03 ER -