ROLE OF RELIGION MOTIVES AND BRAND IMAGE TOWARDS CONSUMER SATISFACTION AND CONSUMER LOYALTY OF ISLAMIC BANKING

Authors

  • Risca Fitri Ayuni Universitas Brawijaya, Indonesia
  • Ananda Sabil Hussein Universitas Brawijaya, Indonesia
  • Radityo Handrito Universitas Brawijaya, Indonesia

Abstract

Islamic/ sharia labelling on every product have mass impact on consumer behavior on consumption. Shari’ label originally created to capture niche segment who very concern on islamic value of banking. In fact, non-moslem also interested and become loyal consumer on those product. This study address to answer what is role of religion motibes and brand image through satisfaction and loyalty in banking industry. Study found that religion motives (sharia principles) impacts brand image and plays significant role on determining consumer satisfaction and loyalty.Keyword: Islamic banking, religion, brand image, satisfaction, loyalty

Downloads

Published

2016-12-16

How to Cite

Ayuni, R. F., Hussein, A. S., & Handrito, R. (2016). ROLE OF RELIGION MOTIVES AND BRAND IMAGE TOWARDS CONSUMER SATISFACTION AND CONSUMER LOYALTY OF ISLAMIC BANKING. The International Journal of Accounting and Business Society, 23(2), 47–58. Retrieved from https://ijabs.ub.ac.id/index.php/ijabs/article/view/273