The effect of product differentiation to intention to buy of Indonesian Islamic banking products in the theory of Plan Behavior (TPB)

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Oktaviana, Nurainy (2024) The effect of product differentiation to intention to buy of Indonesian Islamic banking products in the theory of Plan Behavior (TPB). Graduate thesis, Sekolah Tinggi Manajemen IPMI.

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Abstract

Indonesia is one of the countries with large Muslim population in the world. Indonesia has had government regulation that support sharia banking since 1992, using a dual-banking system so that conventional banks can sell sharia products and Islamic banking products accommodate conventional banking products. However, the Islamic banking market share in Indonesia is lower than in some countries with smaller Muslim populations than Indonesia. In addition, the development of Islamic banking assets is much smaller and slower than that of conventional banks in Indonesia. Only a few of the previous studies place product differentiation as a moderator and independent variable that is implemented in the theory of plan behavior (TPB) and associated with actual purchase of Indonesian Islamic banking products. The objective of the study is to investigate the relationship between product differentiation as a moderating and independent variable associated with customer purchase intention as mediating variable and actual purchasing of Islamic banking products in Indonesia using the Theory of Planned behavior (TPB). The sample taken is from citizens in the greater area, using non-probability and purposive sampling. The sample size was 137, collected during July 2023. The data was analyzed using SmartPLS 4. The results indicated that there was a positive and significant direct effect of product differentiation have no moderating effect of personal attitude, subjective norm, and perceived behavioral control to purchase intention. Furthermore, purchase intention as a mediating variable has no significant effect on actual purchase. The implication for the Islamic banking industry is that it is essential for Islamic banking product to be distinct from conventional banking products and to provide a diverse selection of financial products.

Item Type: Thesis (Graduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Master of Business Administration
Depositing User: Dwi Selviyana
Date Deposited: 24 Sep 2024 08:04
Last Modified: 24 Sep 2024 08:04
URI: http://repository.ipmi.ac.id/id/eprint/2592

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