Brand Preference In Islamic Banking

University students have a clear need for bank accounts as they have fees, expenses and cash needs. The usefulness of a current account is therefore pre-evident and Islamic banks need to focus on their brand image and the services they offer. Indeed, understanding bank selection from Muslim customer’s perspective can provide useful information to banks’ senior management to help them allocate resources and design products that promise to attract and better satisfy customers. Literature collected so far suggests a strong Islamic brand reputation as well as better financial and banking services is the main factors which influence the selection of a brand. The purpose of this paper is to test this within a positivistic empirical framework and amongst the younger generation in Indonesia.