DETERMINAN PERILAKU PENGGUNAAN PRODUK BANK SYARIAH DI PROVINSI DAERAH ISTIMEWA YOGYAKARTA

Mubarok El Alimi, NIM.: 23208011024 (2025) DETERMINAN PERILAKU PENGGUNAAN PRODUK BANK SYARIAH DI PROVINSI DAERAH ISTIMEWA YOGYAKARTA. Masters thesis, UIN SUNAN KALIJAGAYOGYAKARTA.

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Abstract

This study aims to analyze the determinants of the behavior of using Islamic banking products in the Special Region of Yogyakarta Province using the Theory of Planned Behavior (TPB) approach. This study uses a TPB model by adding two independent variables, namely religiosity and halal literacy. This study uses a quantitative approach with the Partial Least Square-Structural Equation Modeling (PLS-SEM) method. The study population includes people aged 18 years and over who live in Yogyakarta and have used Islamic banking products. The research sample of 210 respondents was selected using convenience sampling techniques. The results of the study indicate that attitudes and halal literacy do not have a positive influence on the behavior of using Islamic banking products, while the variables of subjective norms, behavioral control, religiosity and intensity have a positive influence on the behavior of using Islamic banking products. Then the behavior of using Islamic banking products is influenced by the variable of intensity of use. These findings are also expected to be able to act as a more comprehensive predictive tool, so that they can identify patterns of Muslim consumer behavior in choosing and using Islamic banking services. Keywords: Attitude, Subjective Norms, Behavioral Control, Religiosity, Halal Literacy.

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