The Effect of Brand Image and Service Quality on Purchasing Decisions for Cash Waqf Linked Deposit (CWLD) Products for Islamic Banking Customers in Malang City

Muhammad Arvian Rifanda; Rini Safitri

doi:10.55927/jfbd.v4i2.207

Authors

Muhammad Arvian Rifanda Universitas Islam Negeri Maulana Malik Ibrahim Malang
Rini Safitri Universitas Islam Negeri Maulana Malik Ibrahim Malang

DOI:

https://doi.org/10.55927/jfbd.v4i2.207

Keywords:

Brand Image, Service Quality, Purchase Decision, Islamic Banking, Cash Waqf Linked Deposit

Abstract

This study aims to examine the effect of brand image and service quality on purchasing decisions for Cash Waqf Linked Deposit (CWLD) products as a contribution to increasing public literacy and participation in Islamic financial products. The process was conducted through a survey of Islamic banking customers in Malang City using quantitative methods and distributing questionnaires. The implementation lasted for two months, including data collection, analysis, and validation of the results. The results showed that both variables had a significant effect on purchasing decisions, with service quality as the dominant factor. The implication is that financial institutions need to improve services and build a positive brand image to encourage participation in productive waqf programs.

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