Yulfis Wandi Primary Author Veithzal Rivai Zainal Primary Author Willy Arafah Primary Author Iwan Kurniawan Subagja Primary Author Ram Al Jaffri Saad Primary Author

Purpose of the study: This study is to examine the effect of service quality and product quality of Islamic banks on customer satisfaction through customer awareness as a variable intervening in Islamic Banking in West Sumatera. Methodology: In this study, a model with five parameters with 20 questions was used, so the minimum number of respondents for this study sample was 100 respondents. The data used study are primary data collected using survey methods through the distribution of questionnaires directly to respondents. Data analysis used with path analysis. Main Findings: The results showed that the indirect effects of service quality and quality of Islamic bank products on customer satisfaction through awareness had a positive and significant relationship. They also revealed that consumers are aware of Islamic banking products and services. The reason they chose Islamic banks was because of profitability and religious principles. As a result of this finding, it can help the Islamic banking industry in its efforts to formulate promotional policies that are suitable for attracting more banking customers. Research limitations/implications: The results of this study are expected to encourage and motivate the management of Islamic banks in West Sumatra to further improve product quality and service quality to the wider community so that it will further increase public awareness and understanding of Islamic banks. The results of this study can also encourage and trigger further studies in the field of marketing of Islamic banks through the fiqh muamalah approach, profit sharing and profit sharing and worldly benefit-sharing, and aspects of human resource management and for further research can add other variables that have not been included in research for example, trust, transparency, competitiveness of sharia products, facilities and work climate. Novelty/Originality of this study: Islamic banking management needs to know how to look after their customers, even though they appear to be satisfied, but the level of competition in the financial services industry is greater than before, so as a menu of banking services companies must increasingly improve their services in proportion to the needs of customers.