Survey reveals brand image and service quality significantly shape purchasing decisions in Islamic banking customers in Malang City, indicating areas for improvement.
This study aims to examine the effect of brand image and service quality on purchasing decisions for Cash Waqf Linked Deposit (CWLD) products as a contribution to increasing public literacy and participation in Islamic financial products. The process was conducted through a survey of Islamic banking customers in Malang City using quantitative methods and distributing questionnaires. The implementation lasted for two months, including data collection, analysis, and validation of the results. The results showed that both variables had a significant effect on purchasing decisions, with service quality as the dominant factor. The implication is that financial institutions need to improve services and build a positive brand image to encourage participation in productive waqf programs.
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Rifanda et al. (2025) studied this question.
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