| dc.description.abstract | This study aims to examine the impact of customers’ emotion and cognitionon their skepticism in Islamic Banking. In addition, this study also examines the mediation effect of brand experience on the relationship between emotion and cognition on customer skepticism. In banking environment, Islamic Banks are experiencing very slow progress. Based on previous research,it happens because of less effective marketing communications. Therefore, this factors affect the customer's internal factors that can be seen from their emotion, cognition, brand experience, and customer skepticism.
This study uses self administered survey. Data collected using online surveys. The respondents in this research are 597 Islamic Banking customers (various Islamic Banks) spread all over Indonesia. The data is processed using Structural Equation Modeling-Partial Least Square(SEM-PLS) to test the direct relationship and mediation relationship between variables. The results show that customers’ emotion and cognition in Islamic Banking become predictors on brand experience. Furthermore, emotion, cognition, and brand experience also affect customer skepticism. In addition, brand experience mediates the relationship between emotion and cognition on customer skepticism.This research contributes both practical and theoretical.
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