Effect of Sharia Product Attributes and Insaniyyah Promotion that is Conducted By Sharia Bank Toward Non-Muslims’ Decision to Become a Customer


A quantitative result tries to find out the effect of sharia product attributes that are offered and insaniyyah promotion that is conducted by Sharia Bank toward non-Muslims’ decision to become a customer in Bank Kaltim Sharia East Borneo, Indonesia used sample. Sampling was done using purposive sampling technique. The total data can be further analyzed as much as 142 respondents. Data were analyzed using multiple linear regression and t-test. The result shows that sharia product attribute has 0.196 on the level of no significance. From the analysis result, it can be concluded that sharia product attribute does not give effect toward non-Muslims’ decision to become a customer; therefore, the first hypothesis is declined. While insaniyyah promotion gives effect significantly toward non-Muslims’ decision to become a customer; therefore the second hypothesis is accepted.



Keywords: sharia product attribute, insaniyyah promotion, non-Muslims’ decision

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