The factors influencing consumer attitude towards advertisement of Islamic financial institutions in Kuala Lumpur / Izzat Taqiuddin Ibrahim

In many cases, business promotion costs may cause more than the cost of the product along with its research and development. Promotion through advertising is not only to introduce new products, but also to remind society of the existence of a long product in the market. Consumers need to be aware and informed about a particular product or service available on the market, especially regarding the quality and advantages. Thus, the advertisement should be beneficial to both parties. The advertisements shown on nowadays in any mass media are very different now from previous in line with the changing times and the changing of technology. The advertisements must have certain criteria to ensure the delivery of advertising a product is effective that will attract consumers such as reliable which the products are the same as promised in the advertisement. The purpose of this paper is to investigate factors influencing the attitude of consumers toward advertisement of Islamic Financial Institutions. This is because every one of the customers has their own perception that leads toward their own attitude toward the advertisement made by the Islamic financial institutions that affect their behavior. On the other hand, the factor of religion also needs to be included in the research to identify the effect toward consumers' attitude toward the advertisements. This paper also investigates the factors credibility, informative and irritation which may affect the attitude of consumers toward the advertisement of Islamic Financial Institutions. Moreover, the objective of this paper is to determine whether there are relationship between those variables are with the consumer attitude in Kuala Lumpur. Basically, the data used in this research paper was collected from the primary data which is the data gathered from past scholars and researchers.