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Exploring implicit and explicit attitude toward saving at Islamic bank

Wahyu Tri Setyobudi (School of Business and Management, Institut Teknologi, Bandung, Indonesia)
Sudarso Kaderi Wiryono (School of Business and Management, Institut Teknologi, Bandung, Indonesia)
Reza Ashari Nasution (School of Business and Management, Institut Teknologi, Bandung, Indonesia)
Mustika Sufiati Purwanegara (School of Business and Management, Institut Teknologi, Bandung, Indonesia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 14 September 2015

1059

Abstract

Purpose

The purpose of this paper is to explore the implicit and explicit attitude toward Islamic bank and how it influences desire to saving at an Islamic bank. Although the Islamic bank system has been experiencing rocket growth worldwide, but the development in Indonesia is still unsatisfying. The penetration is very low compared to the conventional bank system. Consumer attitude is one of the most important variables that need to be understood to develop effective intervention. Although extensive research has been carried out on consumer attitude in the Islamic bank context, no single study adequately elaborates on implicit attitude.

Design/methodology/approach

A sample of 423 respondents was taken to represent the middle-class employee segment. A set of questionnaires consisting of four sections was administered to respondents. The first section is a paper-based implicit attitude test, which collected data using a face-to-face interview, and the rest was self-reported. Data were analyzed using descriptive, analysis of variance and multiple regression analysis.

Findings

Analysis of the data shows that the implicit attitude toward Islamic banks in Indonesia is relatively lower than the explicit attitude. In addition, Islamic bank usage pattern and religion have a significant relationship with implicit attitude. While implicit attitude is relatively stable, explicit attitude significantly differs according to age and marital status variables. Finally, this study shows that implicit and explicit attitude simultaneously determine desire to saving at an Islamic bank.

Originality/value

The paper extends the literature by exploring and highlighting the importance of implicit attitude in the study of Islamic consumer behavior. It also gives deeper understanding to Indonesian middle-class employee saving behavior, which has huge potentials, and helps Islamic bank practitioners to develop a set of strategies to tap the market.

Keywords

Acknowledgements

The authors gratefully acknowledge the support and generosity of the PPM School of Management, without which the present study could not have been completed.

Citation

Setyobudi, W.T., Wiryono, S.K., Nasution, R.A. and Purwanegara, M.S. (2015), "Exploring implicit and explicit attitude toward saving at Islamic bank", Journal of Islamic Marketing, Vol. 6 No. 3, pp. 314-330. https://doi.org/10.1108/JIMA-08-2014-0055

Publisher

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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