Year: 2025 | Month: January | Volume: 12 | Issue: 1 | Pages: 109-117
DOI: https://doi.org/10.52403/ijrr.20250114
Analysis of Factors Influencing Public as Customers in Sharia Banks
Forijati1, Ridwan2
1Post Graduate Program, Master of Economics Education, University of Nusantara PGRI Kediri, Kediri, Indonesia
2Early Childhood Education Teacher Education Program, Faculty of Teacher Training and Education, University of Nusantara PGRI Kediri, Kediri, Indonesia
Corresponding Author: Ridwan
ABSTRACT
This study analyses the factors that influence public attention to Sharia banking in Indonesia, focusing on product knowledge, financial literacy, and service quality. This study highlights the importance of these factors in shaping public attention to the decision to become a customer of a Sharia bank and choose Sharia banking in conducting various economic transactions. The results of the study indicate that a good understanding of Sharia banking products increases consumer trust and comfort in utilizing Sharia banking services, in accordance with the values of their religion. The data analysis used was by using multiple regression analysis using simultaneous testing (F test) to validate the significance of the variables studied and showed a strong influence between the variables of product knowledge, literacy and service on public attention to become a customer of an Sharia bank both partially and simultaneously. The findings in this study are the need for banks to improve marketing strategies and educational initiatives so that people can choose Sharia banking as a bank for their economic transactions. This study contributes to understanding the dynamics of consumer behaviour in Sharia banking, providing actionable insights for financial institutions to improve their reach and service delivery.
Keywords: product knowledge, literacy, service, public attention, Sharia banks
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