Consumer Acceptance of Islamic Banking System: The Moderating Effects of Marketing Advertising

Abstract

The study was proposed to investigate the moderating effect of marketing advertising on the relationship between consumeracceptance of Islamic banking and its factors such as bank reputation, awareness, relative advantage, compatibility, religiosity and social influence. For the purpose of testing the hypotheses, hierarchical regression was employed. For empirically testing the model, the data was collected through a questionnaire. The sample size was 173 which consisted of 173 Jordanian students. The questionnaire contained the statements related to the model and also it contained questions regarding demography of the respondents. The results of the analysis suggested a significant impact of all the above factors on consumer acceptance of Islamic banking. Moreover the moderation of marketing advertising was also found to be significant. The study provided the discussion linking the findings with existing literature and also provided recommendations and future research.