印度尼西亞的伊斯蘭銀行市場份額仍然較小
傳統銀行。研究表明，幾個國家的伊斯蘭銀行都是
經歷增長，可以在穆斯林和穆斯林社區接受
非穆斯林。本研究旨在確定伊斯蘭銀行如何達到目標
通過更好地了解銷售目標市場來擴大市場份額。
調查問卷專門針對居住在五個地方的穆斯林
北蘇門答臘省主要是穆斯林的地區受訪者是
由伊斯蘭銀行和常規銀行的賬戶所有權決定
銀行。回應分析表明印尼穆斯林選擇伊斯蘭教
銀行基於提供的產品和服務，但不是宗教信仰。結果
顯示以意識形式選擇伊斯蘭銀行的決定因素，
態度和感知，而伊斯蘭銀行的宗教信仰和術語知識
沒有效果。在此基礎上，建議伊斯蘭銀行更加關注
他們的目標市場是理性客戶的形式，他們優先考慮的好處
伊斯蘭銀行提供的產品和服務。需要進一步研究
確定可以加強伊斯蘭銀行效率的其他因素
營銷。

Islamic banks in Indonesia still have a small market share compared to
conventional banks. Research shows that Islamic banks in several countries are
experiencing growth and can be accepted in the community both of Muslims and
non-Muslims. This study aims to determine how Islamic banks can reach a
broader market share by better knowing the target market for sales.
Questionnaires are distributed specifically for Muslims who are domiciled in five
regions predominantly Muslim in North Sumatra Province Respondents are
determined by ownership of accounts both in Islamic banks and Conventional
banks. Response analysis demonstrates that Indonesian Muslims choose Islamic
banks based on the products and services provided but not religiosity. The results
show a determining factor in choosing Islamic banks in the form of awareness,
attitude and perception, while the religiosity and term knowledge of Islamic banks
has no effect. On this basis, it is recommended that Islamic banks focus more on
their target market in the form of rational customers who prioritize the benefits of
products and services provided by Islamic banks. Further research is needed to
identify other factors that can strengthen the effectiveness of Islamic bank
marketing.

iii

TABLE OF CONTENTS

Acknowledgement ................................................................................................ i
Abstract.................................................................................................................... ii
Table of Contents ................................................................................................ iii
List of Tables ..................................................................................................... vii
List of Figures ..................................................................................................... ix
CHAPTER 1 INTRODUCTION .......................................................................... 1
1.1 Background ......................................................................................................... 1
1.2 Research Gap ...................................................................................................... 3
1.3 Research Purposes and Questions ................................................................. 4
1.4 Significance of Study ....................................................................................... 4
CHAPTER 2 LITERATURE REVIEW ............................................................... 5
2.1 Islamic Banking Concepts .............................................................................. 5
2.2 Sharia Compliance ........................................................................................... 7
2.3 Religious Contradiction ................................................................................... 8
2.4 Quality and Attractiveness of Offerings ...................................................... 9
2.5 Perception on Islamic Banks ........................................................................ 12
2.6 Willingness to Deal with Islamic Banking ................................................ 15
CHAPTER 3 METHODOLOGY ....................................................................... 17
3.1 Approach and Type of Research ................................................................. 17
3.2 Population, Sampling and Sample of Research ........................................ 17
3.3 Research Instrument ....................................................................................... 18
3.4 Data Collection Technique ........................................................................... 19

3.5 Data Analysis................................................................................................... 19
3.5.1 Factor Analysis ............................................................................................. 19
3.5.1.1 Kaiser-Meyer-Olkin (KMO) and Bartlett’s Test ................................ 20
3.5.1.2 Anti-Image Correlation Test ................................................................... 20
3.5.1.3 Total Variance explained ......................................................................... 21
3.5.1.4 Communalities ........................................................................................... 21
3.5.1.5 Component Matrix .................................................................................... 21
3.5.1.6 Varimax Method ........................................................................................ 21
3.5.1.7 Factor Rotation .......................................................................................... 22
3.5.2 Analysis of Variance (ANOVA)............................................................... 22
3.5.2.1 Hypothesis .................................................................................................. 22
3.5.2.2 Scheffé Test ................................................................................................ 23
3.5.3 Chi-Square ..................................................................................................... 23
3.5.4 Pearson’s Correlation .................................................................................. 23
CHAPTER 4 RESULTS AND DISCUSSIONS ................................................. 25
4.1 Descriptive Analysis ...................................................................................... 26
4.1.1 Religiosity...................................................................................................... 27
4.1.2 Term Knowledge.......................................................................................... 28
4.1.3 Awareness...................................................................................................... 29
4.1.4 Attitude toward Islamic Banks .................................................................. 30
4.1.5 Perception ...................................................................................................... 32
4.2 Factor Analysis................................................................................................ 35
4.2.1 KMO and Bartlett’s Test ............................................................................. 35

4.2.1.2 Anti-Image Matrices ................................................................................. 35
4.2.1.3 Communalities ........................................................................................... 36
4.2.1.4 Scree Plot .................................................................................................... 37
4.2.1.5 Component Matrix .................................................................................... 38
4.2.1.6 Rotated Component Matrix ..................................................................... 39
4.3 Analysis of Variance (ANOVA) ................................................................. 40
4.3.1 Awareness, Attitude and Term Knowledge by Islamic Bank Account
Ownership...................................................................................................... 40
4.3.1.1 ANOVA - Awareness by Islamic Bank Account Ownership (No
Account, Saving Account and Other Account) ................................... 40
4.3.1.2 ANOVA - Attitude by Islamic Bank Account Ownership (No
Account, Saving Account and Other Account) ................................... 41
4.3.1.3 ANOVA - Term knowledge by Islamic Bank Account Ownership
(No Account, Saving Account and Other Account)........................... 42
4.3.2 Awareness, Attitude, and Perception by Religiosity ............................ 42
4.3.2.1 ANOVA – Awareness, Attitude and Perception by Religiosity
(High, Moderate and Low) ...................................................................... 42
4.3.2.2 ANOVA - Attitude by Religiosity(High, Moderate and Low) ........ 43
4.3.2.3 ANOVA - Perception by Religiosity(High, Moderate and Low) ... 44
4.4 Chi-Square ....................................................................................................... 44
4.5 Pearson Correlation ........................................................................................ 45
4.6 Summary of Findings..................................................................................... 45
4.6.1 Description Analysis ................................................................................... 45 4.6.1.1 Religiosity ................................................................................................... 45
4.6.1.2 Term Knowledge of Islamic Banks ....................................................... 45
4.6.1.3 Awareness ................................................................................................... 46
4.6.1.4 Attitude ........................................................................................................ 46
4.6.2 Factor Analysis ............................................................................................. 47
4.6.2.1 Awareness ................................................................................................... 47
4.6.2.2 Attitude ........................................................................................................ 47
4.6.2.3 Perception ................................................................................................... 48
CHAPTER 5 CONCLUSION AND RECOMMENDATION ............................. 50
5.1 Conclusions ...................................................................................................... 50
5.2 Implications and Recommendations ........................................................... 51
5.3 Limitations of the Study ................................................................................ 52
5.4 Suggestions for Future Research ................................................................. 52
References ................................................................................................................ 54
Appendix I Questionnaires ................................................................................... 57

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