The Role of Customer Value, Islamic Brand Preference, and Image on Deposit Decision

Tasya Kemala Mirza, Sudjatno Sudjatno, Sunaryo Sunaryo


The objective of this study is to examine the direct effect of Syariah brand preference and image on deposit decision, and the indirect effect of its relationship through customer value. About 200 respondents from 4 Syariah state-owned banks in Malang taken as the sample in this study. By using PLS (Partial Least Square) method with Smart PLS 2.0 software, data collected was analyzed to find out the relationship and path coefficients among the variables. Regarding all of the hypotheses that proposed in this study, that is no direct significant relationship of brand preference on deposit decision. Generally, this study reveals the important role of customer value in enhancing the effect of Syariah brand preference and image on deposit decision among Syariah state-owned banks’ customers in Malang. Further discussion, both applied and theoretical recommendations and suggestions for future research directions are shown in this study.

JEL Classification: G21; M31; M37



Customer Value; Deposit Decision; Syariah Bank; Syariah Brand Image; Syariah Brand Preference

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Jurnal Keuangan dan Perbankan (Journal of Finance and Banking)

Diploma Program of Banking and Finance, Faculty of Economics and Business, University of Merdeka Malang

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