The Role of Artificial Intelligence-Based Marketing: How Brand Preference has Implications for Repurchase Intention in Islamic Financial Institutions

Authors

  • Muhammad Rasyidin Universitas Almuslim Author
  • Haryani Universitas Almuslim Author
  • Nova Universitas Almuslim Author

Keywords:

Brand Preference, Repurchase Intention, Islamic Financial Institutions, Customer Loyalty, Technology-Based Marketing, Smart-PLS, Indonesia

Abstract

In recent years, artificial intelligence (AI) in marketing has played a significant role in the Islamic finance industry. The use of AI in the Islamic finance industry has brought about changes as it can help improve services to customers. However, maintaining brand preference and repurchase intention remains a challenge for Islamic financial institutions. This study explores the role of Artificial Intelligence Marketing (AIM) in enhancing brand preference and repurchase intention in Indonesia. The analytical model used is a structural equation model, with data analysis conducted using the Smart-PLS software. An online survey (Google Form) was conducted with 582 respondents who are customers of Islamic financial institutions. This study seeks to develop a model that provides an understanding of how the application of AIM determines brand preference and investigates its impact on brand repurchase intention. The findings indicate that technology-based marketing (AIM) can shape brand preference. It also highlights the importance of customer responses to the brand in developing brand preference, which ultimately impacts customers' repurchase intentions. Therefore, this study offers a perspective for Islamic financial institutions to build a strong brand image that can attract consumer preferences and repurchase intentions.

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Published

2024-12-16

Issue

Vol. 1 No. 1 (2024): MultiVerse: Proceedings of the Multidisciplinary Research Community

Section

Articles

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Copyright (c) 2024 Muhammad Rasyidin, Haryani, Nova (Author)

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This work is licensed under a Creative Commons Attribution 4.0 International License.