PENGAUH LITERASI KEUANGAN SYARIAH, PROMOSI, CITRA PERUSAHAAN, DAN RELIGIUSITAS TERHADAP MINAT MASYARAKAT MEMILIH PRODUK KEUANGAN SYARIAH (Studi Kasus Nasabah BSI KCP Malang Pakis Kembar)

Abstract

The development of Islamic banking in Indonesia has experienced rapid growth, with the emergence of various branches of Islamic banks across the country and an increase in various Islamic banking products. However, the dominance of conventional banks remains strong, indicating a preference for conventional financial products by the public. Factors such as Islamic financial literacy, promotion, corporate image, and religiosity can influence the public's interest in choosing Islamic financial products. Low Islamic financial literacy and ineffective promotion pose significant challenges. Nevertheless, an improved understanding and a credible corporate image of Islamic banks can help attract the interest of more religiously inclined individuals. To compete with conventional products, Islamic financial products must offer relevant advantages. Increasing public interest in Islamic financial products requires greater efforts in education, effective promotion, maintaining a positive corporate image, and a deep understanding of the diverse preferences of the public.