Recognizing the Islamic Banking Consumer Behaviour from the Perspective of Product Knowledge, Brand Awareness and Attitude

Abstract

This paper aims to identify the intention behavior of consumer in Indonesian Islamic banking, from the perspective of product knowledge, brand awareness and attitude. Data collected were then analyzed using structural equation modeling via Smart PLS.Research have found that product knowledge and brand awareness have positive significant impact on attitude, and attitude have positive significant impact on intention toward being the customer of Indonesian Islamic banking

Keywords: Product Knowledge, Brand Awareness, Attitude, Intention and Islamic Banking

DOI: 10.7176/JMCR/61-03

Publication date:October 31^st 2019