Indonesia Conference Directory

This study aims to determine the effectiveness of Islamic bank marketing communications in an effort to increase the awareness of Islamic banks as a brand in Yogyakarta. This research uses descriptive qualitative which explores the scope of marketing communication of Islamic banks, information media, promotion methods, and brand awareness. Techniques for collecting data through questionnaires and interviews were given to 62 respondents using convenience sampling. The effectiveness analysis used is the goal optimization concept in the customers perspective. The results of the study show that people in Yogyakarta have generally known and recognized Islamic banks five years ago, while the most widely accessed products were 82 percent savings. The most memorable advertising message for customers is that Islamic banks are more Islamic, more lawful, easier, fairer, and more attractive. However, the interaction with ad access is still low. The level of customer brand awareness towards a particular brand or product shows that each Islamic bank has a different level of brand image depending on the ease of access and facilities provided. Therefore, the effectiveness of marketing communications in each Islamic bank depends on the intensity of communication and brand strength.