Abstract
The growth of sharia banking in Indonesia which is considered slow. This study aims to analyse communication and attributes of innovation as well as the level of awareness, interest and desire of consumers in adopting e-channel of sharia banks. The data were obtained from 150 respondents selected by convenience sampling with the criteria of customers who have savings accounts both in conventional and sharia banks, and who have one of the e-channel facilities in conventional bank. The data were analysed using PLS. This study is a type of quantitative research. Respondents were taken from the entire population of conventional and sharia bank customers in Jabodetabek (Greater Jakarta). The data were obtained by face-to-face interviews using questionnaire tools. The results suggested that respondents are generally aware of the existence of e-channel facilities of sharia banks. Respondents' interest in e-channel is influenced by the strengthening of awareness regarding the benefits offered. The respondents' high interest continues to the next stage, which is the interest in using e-channels.
Highlights
INTRODUCTIONIt has been more than a decade since the introduction of the Islamic banking system in Indonesia, the growth in the ratio of assets of Islamic banks to total banks in Indonesia is still not optimal.One of the reasons is the ineffective marketing strategy in terms of communication and outreach to the public
Kata kunci: Adopsi, AIDA, Electronic channel, Inovasi, Islamic Banking. Currently, it has been more than a decade since the introduction of the Islamic banking system in Indonesia, the growth in the ratio of assets of Islamic banks to total banks in Indonesia is still not optimal.One of the reasons is the ineffective marketing strategy in terms of communication and outreach to the public
This condition will be an opportunity for Islamic banks to be able to compete with conventional banks in providing banking services, so that Islamic bank products can be an alternative choice for consumers
Summary
It has been more than a decade since the introduction of the Islamic banking system in Indonesia, the growth in the ratio of assets of Islamic banks to total banks in Indonesia is still not optimal.One of the reasons is the ineffective marketing strategy in terms of communication and outreach to the public. This research will discuss the attributes of innovation towards the interest in adopting e-channel facilities in Islamic banks for multi-bank customers, so that the hope is to increase the number of customers, e-channel users and their transactional volume in Islamic banks. This is a strategic step to increase fee-based income in Islamic banks, so as to increase the market share of Islamic banking in Indonesia. Research results have provided a basis for marketing strategies related to the development of electronic banking services (e-banking) Another important thing that banks need to pay attention to in developing echannel transaction facilities is the security of customer data privacy. It is necessary to know what factors influence innovation adoption? According to Rogers (1995) there are many factors that influence the adoption of innovation, in this case the e-channel facility, namely relative advantage, compatibility, complexity, triability, and observability
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