The Influence of Brand Image, and Sharia Label on Savings Decisions of Customers at PT Bank Syariah Indonesia Tbk KCP Jember Gajah Mada

Authors

  • Ludita Cosa Arlian Universitas Islam Negeri Kiai Haji Achmad Siddiq Jember
  • Siti Masrohatin Universitas Islam Negeri Kiai Haji Achmad Siddiq Jember
  • Nurul Setianingrum Universitas Islam Negeri Kiai Haji Achmad Siddiq Jember
  • Hersa Farida Qoriani Universitas Islam Negeri Kiai Haji Achmad Siddiq Jember
  • Moch. Chotib Universitas Islam Negeri Kiai Haji Achmad Siddiq Jember

DOI:

https://doi.org/10.58344/jii.v3i10.5646

Keywords:

brand image, sharia label, saving decisions, Islamic banks

Abstract

This study aims to analyze the effect of brand image and sharia label on saving decisions on customers of PT Bank Syariah Indonesia Tbk KCP Jember Gajah Mada. Bank Syariah Indonesia is one of the largest Islamic financial institutions in Indonesia that provides banking products and services according to sharia principles. Factors such as brand image and the existe    nce of sharia labels are considered to have an important role in influencing customer decisions to save at Islamic banks. The research method used is quantitative with data collection techniques through questionnaires distributed to Bank Syariah Indonesia customers at KCP Jember Gajah Mada. The data obtained were analyzed using multiple linear regression to determine the effect of each independent variable on saving decisions. The results showed that brand image, and sharia label simultaneously and partially had a significant effect on customer saving decisions. Brand image has a positive and significant effect, which shows that the positive image of Islamic banks can increase customer interest in saving. In addition, the sharia label, which shows compliance with sharia principles, also makes a significant contribution in influencing customer decisions. In conclusion, brand image, and sharia label are important factors that influence customer decisions in saving at Bank Syariah Indonesia. Therefore, the bank is expected to continue to strengthen the brand image, provide education about sharia products, and maintain the integrity of the sharia label to increase customer loyalty and trust.

References

Agus, A. and. (n.d.). Analysis of Product Quality, Halal Label, and Price on Tempe Purchasing Decisions The Mediating Role of Consumer Trust in 2022. 2022.

Cancellieri, J., Didimo, W., Fronzetti Colladon, A., Montecchiani, F., & Vestrelli, R. (2024). Brand Network Booster: A new system for improving brand connectivity. Computers & Industrial Engineering, 194, 110389. https://doi.org/https://doi.org/10.1016/j.cie.2024.110389

Hamzah, M. I., Ramli, F. A. A., & Shaw, N. (2023). The moderating influence of brand image on consumers’ adoption of QR-code e-wallets. Journal of Retailing and Consumer Services, 73, 103326. https://doi.org/https://doi.org/10.1016/j.jretconser.2023.103326

Husnul, M. K. H. (n.d.). The Effect of Brand Image and Service Quality of Islamic Banks on Student Saving Decisions on Followers of Autobase @Collegemenfess in 2021. 2021.

Jayanti, W. A., & Iriani, S. S. (2020). What Attracts Guest to Stay? Brand Identity, Religiosity, and Reference Group towards Decision to Choose Sharia Hotel. Al-Uqud: Journal of Islamic Economics, 4(1), 32–47.

Kuncoro, W., & Windyasari, H. A. (2021). Consumer purchasing decision improvement model through brand image, religiosity, brand ambassador and brand awareness. International Business Research, 14(8), 42–54.

Kurniawan, D., Rahayu, A., Dirgantiri, P. D., & Gaffar, V. (2022). Influence of Brand Image and Brand Trust on Purchase Decision. Dinasti International Journal of Digital Business Management, 4(1), 21–25.

Marlina, C. and. (2022). The Effect of Halal Label, Income, Product Price, and Religiosity on Purchasing Decisions for Hand Body Lotion Cosmetic Products (Study on Muslim Students in Malang City) in 2022.

Miati, I. (2020). Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Kerudung Deenay (Studi pada Konsumen Gea Fashion Banjar). Abiwara: Jurnal Vokasi Administrasi Bisnis, 1(2), 71–83.

Nurarista, E. A. (2022). Pengaruh Product Knowledge Dan Kualitas Pelayanan Islami Terhadap Kepuasan Nasabah Di BTN KCS Surabaya. Jurnal Ekonomika Dan Bisnis Islam, 5(1), 81–94.

PURNAMASARI, Y. (2020). Pengaruh Harga, Promosi, Brand Image Dan Labelisasi Halal Terhadap Keputusan Pembelian Produk Mie Samyang Pada Mahasiswa/I Iain Tulungagung Dan Stkip Tulungagung. IAIN Tulungagung.

Rachmawati, A. (2020). Pengaruh Consumer Knowledge, Brand Image, Religiusitas, Dan Lokasi Terhadap Keputusan Menjadi Nasabah Pada Bank Syariah. Jurnal Ekonomi Syariah, 5(1), 1–20.

Rachmawati, A., & Widana, G. O. (2019). Pengaruh consumer knowledge, brand image, religiusitas, dan lokasi terhadap keputusan menjadi nasabah pada Bank Syariah. LiQuidity: Jurnal Riset Akuntansi Dan Manajemen, 8(2), 111–123.

Rasmuddin, R., & Umar, W. (2022). Sharia certification standards: a case study of sharia certification in sharia hotels. Borobudur Law Review, 4(1), 33–44.

Romli, R., Mubarok, D. H., & Mujib, H. (2022). The Implementation Of Islamic Business Principles In Sharia Laundry Business" Mr. Cling Ciamis". Syari’ah Economics, 6(2), 123–138.

Zuliani, R. (2020). Dampak Label Syariah Terhadap Pendapatan Pada Usaha Jasa di Kota Langsa (Studi Kasus Pada Amanah Wash Laundry Syariah). AT-TASYRI’: Jurnal Ilmiah Prodi Muamalah, 12(01), 1–15.

Downloads

Published

2024-10-22

Issue

Vol. 3 No. 10 (2024): Jurnal Impresi Indonesia

Section

Articles

License

Copyright (c) 2024 Ludita Cosa Arlian, Siti Masrohatin, Nurul Setianingrum, Hersa Farida Qoriani, Moch. Chotib

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Authors who publish with this journal agree to the following terms:

  • Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International (CC-BY-SA). that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  • Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  • Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.