The Impact of Event Sponsorship and TV Ads Event of Brand Image to Cross Mobile

The Impact of Event Sponsorship and TV Ads Event of Brand Image to Cross Mobile

Author		: ACHMAD MANSHUR ALI SUYANTO
Published on	: Global Illuminators(Bali)

Abstract

“Support for dual banking system to develop the Islamic banking industry in Indonesia occurred since the issuance of Law no. 10 of 1998 on the banking system. But until now in fact Islamic banking can not gain the sympathy of the people of Indonesia. This is evidenced by its market share remained at 3% of the total points market share of the banking industry.
This study aims to analyze the behavior of customers in the selection of a banking system either Conventional Bank or Islamic Bank, how external factors and internal factors influencing their decision-making to them to save.
Type and method of research is explanatory research (causal) and quantitative. The population used in this study were clients or users have used both types of banks (conventional and Islamic) in Bandung. The sampling technique used was a non-probability sampling with a sample of 200 respondents using data analysis techniques Structural Equation Model (SEM).
The results based on the analysis of SEM with two hypothesis suggests that external factors and internal factors have a significant positive effect on customer patronize bank decisions Islamic and Conventional Banks in the city of Bandung.

Key Words: External Factors, Internal Factors, Patronize Bank Decisions, Behavior of customers”