Marketing Strategy Factors In Decision of Sharia Bank Customers In West Sumatera

DOI

10.2991/piceeba2-18.2019.24How to use a DOI?

Keywords

marketing strategy, decision factor, sharia bank customer, perception, West Sumatra

Abstract

Prospective customers make many factors as reasons so they deal and become customers of a sharia bank. One factor that becomes a theoretical consideration is the marketing strategy developed by Islamic banks themselves. However, the results of previous studies have shown inconsistent results in which a portion of Islamic bank customers make religious factors their main reason to become sharia bank customers and some other customers make Islamic bank marketing strategies the main reason. This study is to analyze the marketing strategies of Islamic banks based on the views and perceptions of their customers, whether they can encourage and strengthen the decision to become a sharia bank customer. This study was conducted on respondents who are customers of Islamic banks in West Sumatra. The results of the study show that the improvement of Islamic bank marketing strategies that are perceived and perceived by customers can encourage and strengthen their decision to become customers of Islamic banks.

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/).

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TY  - CONF
AU  - Himyar Pasrizal
PY  - 2019/04
DA  - 2019/04
TI  - Marketing Strategy Factors In Decision of Sharia Bank Customers In West Sumatera
BT  - Proceedings of the 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018)
PB  - Atlantis Press
SP  - 180
EP  - 186
SN  - 2352-5428
UR  - https://doi.org/10.2991/piceeba2-18.2019.24
DO  - 10.2991/piceeba2-18.2019.24
ID  - Pasrizal2019/04
ER  -