The Influence Of Marketing Mix And Brand Awareness On Banking Customers' Interest In Using Home Ownership Credit Services
DOI:
https://doi.org/10.35870/jemsi.v10i2.2379Abstract
The purpose of this study is to ascertain whether social influence, brand awareness, and sharia marketing mix influence the choice of sharia house ownership financing. Customers who select Sharia KPR items make up the research population. Purposive sampling was the method of sampling employed by the researchers. 100 persons were chosen as the sample size by the researchers. In this study, a questionnaire was utilized as an instrument by the researcher to collect the required data. In this study, the researcher used a quantitative research methodology. data interpretation and analysis with SPSS 23.0 software. The analysis results indicate that the three variables studied, namely social, brand awareness, and sharia marketing mix, significantly influence the decision process for selecting sharia bank customers. Brand awareness also has a significant effect, with a significance level of 0.000. Likewise, the sharia marketing mix variable also has a significant impact. In addition, the F test results show that simultaneously, social variables, brand awareness, and the sharia marketing mix have a significant influence on the decision process for selecting sharia bank customers, as evidenced by the F value of 35.5. These findings illustrate that the combination of these factors as a whole has a strong role in shaping customer preferences for Islamic banking products or services. The author suggests that future research add other variables so that this research can further develop for the academic world in the future. So in this case, it is hoped that the bank needs to understand the social conditions of the target market as a form of marketing research to win the sharia banking market share. Can increase brand awareness in the community to win market share.
Downloads
References
Noviasari, H., & Ikram, M. A. (2023). The Influence of Social Factors and Personal Factors on the Decision to Purchase a Canon DSLR Camera in Pekanbaru City. Jurnal Sosial Ekonomi Pembangunan, 3(9).
Liwe, F. (2023). Brand Awareness, Product Diversity, and Product Quality Influence Consumer Decision Making at Kentucky Fried Chicken Manado. Jurnal Emba, 1(4).
Sulistyowati, F., Hartanti, S., Widodo, S. A., & Putrianti, F. G. (2022). Critical Thinking Skills in Phlegmatic Students Using Learning Videos. Jurnal Math Educator Nusantara: Wahana Publikasi Karya Tulis Ilmiah di Bidang Pendidikan Matematika, 8(2), 119-133.
Putrianti, F. G. (2013). Kepuasan kerja ditinjau dari komunikasi interpersonal dan budaya organisasi. Jurnal Spirits, 4(1), 33-42.
Rafiek, M. (2021). Equation of Malay vocabulary in the animation film of Upin and Ipin with Banjarese vocabulary in South Kalimantan. Journal of Language and Linguistic Studies, 17(1), 85-114.
Rafiek, M., Noortyani, R., & Fajriah, N. (2022). Pelatihan penulisan artikel jurnal dan pengenalan aplikasi mendeley bagi mahasiswa s1 universitas palangka raya. Bubungan Tinggi: Jurnal Pengabdian Masyarakat, 4(4), 1342-1350.
Putra, M. U. M., & Damanik, S. (2020). Service Implementation Of Consumer Interest In Tebing Tinggi Business Clinic Sumatera Utara. International Journal of Research-GRANTHAALAYAH, 8(9), 200-208.
Sumitra, I. D., Wirawan, E., Putra, M., Kusumaningrat, I., & Maulana, H. (2021). Design of webinar information system for people with hearing impairments. Indonesian Journal of Community and Special Needs Education, 1(2), 77-86.
Kelvinia, K., Putra, M. U. M., & Efendi, N. (2021). Pengaruh Lokasi, Harga dan Kualitas Pelayanan Terhadap Keputusan Pembelian. Jurnal Wira Ekonomi Mikroskil, 11(2), 85-98.
Putra, M. U. M., & Damanik, S. (2017). Pengaruh ekspor migas dan non migas terhadap posisi cadangan devisa di Indonesia. Jurnal Wira Ekonomi Mikroskil, 7(2), 245-254.
Malawat, M. S., & Putra, M. U. M. (2018, March). Review Of Implementation In Bunut Shoes Assistance Program In Order Of Micro, Small And Medium Enterprises Economic In Asahan Regency. In Journal of Physics: Conference Series (Vol. 970, No. 1, p. 012022). IOP Publishing.
Herman, H., Rafiek, M., Agustina, T., Saddhono, K., Malabar, S., Saputra, N., & Purba, R. (2023). Exploring the metafunctions to improve EFL learners’ writing ability in the perspective of systemic functional linguistics. Research Journal in Advanced Humanities, 4(2).
Rafiek, M., & Effendi, H. R. (2022). A semantic analysis of the fishery vocabulary of the Hulu dialect of Banjarese. Studies in English Language and Education, 9(3), 1256-1282.
Rafiek, M., & Nisa, R. (2023). Comparison of Malay and Banjarese vocabulary in Upin and Ipin animated films: Teaching materials for foreign speakers. Linguistics and Culture Review, 7(1), 39-53.
Oktafiani, F., Irdiana, S., Moridu, I., Latuni, F., & Sesario, R. (2022). Effect of Dividend Policy on Stock Price in LQ45 Companies. BIRCI-Journal, 5(02), 10031-10039.
Anantadjaya, S. P., Setiawan, B. A., Violin, V., Moridu, I., & Bailusy, M. N. (2023). Exploring Financial Technology’s Impact On Generation Z Transaction Knowledge. Jurnal Scientia, 12(03), 3945-3951.
Iswanto, A. H., Moridu, I., Inayati, T., Hudzafidah, K., & Rapini, T. (2020). Mobilising financial performance of the Indonesian automotive industry: The role of innovation dimensions and environmental sustainability orientation. International Journal of Innovation, Creativity and Change, 11(6), 572-591.
Sjahruddin, H., Hidayat, P., Moridu, I., & Sutaguna, I. N. T. (2022). Determination of The Best Employee Using The Behavioral Anchor Rating Scale. Jurnal Mantik, 6(3), 2753-2758.
Ardyansyah, F., Sutaguna, I. N. T., Moridu, I., Cakranegara, P. A., & Wiryawan, D. (2022). Business Strategy Formulation Based on SWOT Analysis: Case Study of PT Hatten Wine Bali. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5(3), 19867-19876.
Tubagus, M., Syarifuddin, S., Syafie, L., Koderi, K., Satra, R., & Azis, H. (2023, May). The effectiveness test of the hybrid learning model based on the learning management system using statictical analysis. In AIP Conference Proceedings (Vol. 2595, No. 1). AIP Publishing.
Tubagus, M., Muslim, S., & Suriani, S. (2020). Development of learning management system-based blended learning model using claroline in higher education.
Tubagus, M., Haerudin, H., Fathurohman, A., Adiyono, A., & Aslan, A. (2023). The impact of technology on islamic pesantren education and the learning outcomes of santri: new trends and possibilities. Indonesian Journal of Education (INJOE), 3(3), 443-450.
Tubagus, M., & Muslim, S. (2019). The Impact of The Development of Blended Learning Models Using Computer applications in Higher Education. International Journal of Educational Research Review, 4(4), 573-581.
Satra, R., Syafie, L., & Tubagus, M. (2023, May). Comparison of server technologies using Kernel-based virtual machine and container virtualization. In AIP Conference Proceedings (Vol. 2595, No. 1). AIP Publishing.
Bakri, A. A., Wandanaya, A. B., Violin, V., & Fauzan, T. R. (2023). The Application of UTAUT Modified Model to Analyze the Customers Use Behavior of Shopee Paylater. Jurnal Sistim Informasi dan Teknologi, 96-101.
Sutrisno, S., Wulandari, W., Violin, V., Supriyadi, A., & Tawil, M. R. (2023). Prioritization of the Best Online Platform for MSMEs Using Simple Additive Weighting Method. Journal on Education, 5(3), 10265-10275.
Violin, V. (2022). Influence Leadership, Competence and Motivation To Performance Employee Service Health Regency Bay Bintuni West Papua Province. J. Adm. J. Pemikir. Ilm. dan Pendidik. Adm. Perkantoran, 9(2), 305-310.
Violin, V., Hasan, S., & Sufri, M. (2022). Pengaruh Konsep Low-Cost Carrier dan Kualitas Layanan terhadap Kepuasan dan Loyalitas Pelanggan pada Maskapai Lion Airlines di Indonesia. Journal of Management Science (JMS), 3(1), 150-160.
Violin, V. (2019). PENGARUH HARGA POKOK PRODUKSI TERHADAP VOLUME PENJUALAN PADA PT. SEMEN BOSOWA MAROS. Jurnal Bisnis dan Kewirausahaan, 8(2).
Heykal, M. (2014). Analysis of the Level of Understanding of Sharia KPR at Sharia Banks in Indonesia: Preliminary Study. Jurnal Binus Business Review, 5(2).
Downloads
Published
Issue
Section
License
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
