Transformation of Consumer Behavior Towards Islamic Banking Products and Services in the Digital Era
Miswan Ansori, Rokhmadi, Nasihun Amin

Universitas Islam Nahdlatul Ulama Jepara
Universitas Islam Negeri Walisongo

Abstract

The rapid advancement of digital technology has significantly transformed the Islamic banking industry, presenting both opportunities and challenges. This study analyzes the transformation of consumer behavior towards Islamic banking in the digital era, focusing on Bank Syariah Indonesia (BSI) customers in Jepara. It examines key factors influencing digital banking adoption, including ease of use, security, Sharia compliance, trust, and customer satisfaction. Using a quantitative approach, data were collected from 150 respondents through surveys and analyzed using Structural Equation Modeling (SEM) with SmartPLS. Additionally, qualitative insights were obtained from in-depth interviews with BSI customers and banking officials. The findings reveal that trust (&#946- = 0.312, p < 0.001) and customer satisfaction (&#946- = 0.410, p < 0.001) are the strongest predictors of digital banking adoption. Furthermore, ease of use (&#946- = 0.320, p < 0.001), security (&#946- = 0.298, p < 0.001), and Sharia compliance (&#946- = 0.345, p < 0.001) significantly influence trust and satisfaction, which in turn drive behavioral intention. SEM analysis confirms that trust mediates the relationship between security, Sharia compliance, and customer satisfaction, emphasizing the importance of transparency, security, and religious compliance in digital banking services. The study highlights practical implications for Islamic banks to enhance digital adoption by improving security features, ensuring compliance with Sharia principles, and promoting financial literacy. The findings suggest that Islamic banks should prioritize trust-building strategies, such as robust security measures, user-friendly interfaces, and transparency in digital transactions. This research contributes to the existing knowledge on Islamic digital banking adoption, particularly in Indonesia, and underscores the need for regulatory frameworks and digital literacy programs to maximize the benefits of digital banking transformation.

Keywords: Islamic banking, digital transformation, consumer behavior, trust, Sharia compliance, security, Structural Equation Modeling (SEM).

Topic: Economics