Product Attributes and Islamic Value; A Model for Marketing Communication Strategy in Islamic Banking

Purpose of the study: This study analyzes the role of product attributes, brand trust, and belief to purchase intention of Islamic financial products. Islamic financial products in this study include banking and insurance products. Methodology: This study employs a survey of 150 respondents of Islamic financial product consumers. We developed a measurement of consumer’s belief in a brand by introducing consumer’s Islamic Values. This instrument measures non-economic motivation of Islamic financial product which related to their religious beliefs toward consumptions. Results: Product attributes and Islamic values have positive effects on attitude toward Islamic financial products. On the other hand, product attributes and brand trust has a positive effect on purchase intention of Islamic financial product. Implication: This study gives guidance for Islamic financial institutions to build their marketing communication strategy by using Islamic value as branding. They should optimized integrated marketing communication based on Islamic value. Novelty/Originality: Introduction of Islamic value construct to measure consumer spirit to choose and loyal with Islamic financial product even though the benefit from that product lower than the conventional one.