The Role of Islamic Advertising Ethics and Word of Mouth in Building Brand Awareness of Indonesian Islamic Bank Customers

The growth of sharia banking in Indonesia over the last four years continues to show a positive trend, in the 2023 report the Financial Services Authority stated that the market share growth of sharia banking in Indonesia was 10.9 percent of national banking. However, sharia banking has a problem where financial literacy in sharia banking in Indonesia is only 8.9 percent, while conventional banking is at 37.7 percent. The aim of this research is to find out the role of Islamic advertising ethics and word of mouth in building brand awareness. This research uses the SEM analysis method in processing data. The sample selection technique in this research used non-probability sampling with purposive sampling technique. The respondents in this research were 100 people who were customers of Indonesian sharia banks. The results of this research show that Islamic advertising ethics and word of mouth have a positive and significant effect on brand awareness. Keywords: brand awareness, Islamic advertising ethics, word of mouth