Islamic Banking (iB) Logo: In Santri Perception to Use Islamic Banking Products in Indonesia

Abstract

The logo named iB stands for Islamic Banking, popularized as a common identity marker for the Islamic Banking industry in Indonesia. The use of this common identity aims to make people easily and quickly recognize the availability of Islamic Banking services throughout Indonesia. Santri itself can be defined as a cultural "stream" of people within the population of Java who practice a more orthodox version of Islam; they tend to be oriented to the mosque, the Quran and perhaps to Islamic canon law (Sharia). This research aims to determine the santri's perception toward iB's logo especially about the visual symbols and product image, to drive them to use Islamic Banking products. This research also studies the synchronization between the visual symbol of iB's logo and iB's product image in santri's perspective. It is analyzed using regression modelling in SPSS 18 software. The regression analysis technique was performed on the data and results interpreted accordingly. 100 copies of a questionnaire were distributed, 31 usable copies were subsequently collected. The results showed that in general the visual symbol of the iB logo negatively influenced santri's perception to use Islamic Banking products, but the product image of Islamic Banking significantly and positively influenced santri's perception to use Islamic Banking products.