Analysis of Arsenal FC debit card in Bank Muamalat Indonesia

DOI

10.2991/insyma-19.2019.38How to use a DOI?

Keywords

consumer behavior, brand of product, sharia bank

Abstract

Football is considered one of the most popular sports in the world. As a result, a reputable football club is deliberated to be a promising partner as it has many fans. Today, football is widely used by companies as the brand of products, including the financial sector in Indonesia. Several well-known clubs have partnered with banks in Indonesia to attract customers. Primary data was obtained from direct interviews with bank customers with a qualitative approach and triangulation method. The selected respondents were customers of Bank Muamalat Indonesia. The analysis shows that there is a great influence on the Arsenal Football Club as a brand in the behavior of customers in choosing football club-themed products. This research was conducted to increase attentiveness in sharia banking products in order to compete with conventional banking products.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Sugeng Hariadi
AU  - Dea Switani Juniar
AU  - Irzameingindra Putri Radjamin
PY  - 2019/03
DA  - 2019/03
TI  - Analysis of Arsenal FC debit card in Bank Muamalat Indonesia
BT  - Proceedings of the 16th International Symposium on Management (INSYMA 2019)
PB  - Atlantis Press
SP  - 148
EP  - 151
SN  - 2352-5398
UR  - https://doi.org/10.2991/insyma-19.2019.38
DO  - 10.2991/insyma-19.2019.38
ID  - Hariadi2019/03
ER  -