The Brand Image of Islamic Banks in the View of Conventional Bank Customers (A Study Based on Marketing Approach)

Abstract

The purpose of this study is to analyze qualitatively how conventional bank customers image Islamic bank brands. The study was conducted in the middle of 2018 in Banda Aceh municipality, Aceh Province, Indonesia by setting 150 samples through a random sampling method. A total of 240 respondents were given questionnaires and after waiting for 2.5 months as many as 158 questionnaires were returned but 9 questionnaires were not filled completely so that only 149 questionnaires could be processed further. In order to obtain a more comprehensive analysis, 15 respondents also were interviewed personally. The study documents the following findings: the respondents have already enunciated the names of Islamic banks are very Islamic whereas logos, slogans, operational systems and products of Islamic banks have not been imaged by them reflect Islamic values.

Keywords: Islamic bank, Logo, Slogan, Islamic bank operational system, Islamic bank product