Abstract:

This paper extends the Theory of Planned Behavior by adding the variables of self-awareness to measure customers’ attitudes and behavior in choosing Islamic banking. We collected data from all Islamic bank customers who were living in Indonesia. The sampling technique employed was purposive sampling. From the specified criteria, 230 Islamic bank savings consumers were selected as research samples. Based on 230 Islamic bank consumers who participated in the study, the study indicated that questionnaires about self-awareness had good external validity. The model is tested using PLS-Structural Equation Modeling (SEM) approach. The results showed that self-awareness influenced attitude and behavior to use Islamic banks. Thus, self-awareness is an important construct in increasing positive attitudes and behavior towards Islamic banks. By discovered the relationship between self-awareness and attitudes and behavior of Islamic bank customers, Islamic banking must establish strategies to protect existing customers and attract new customers. Strategies that can be implemented include increasing financial literacy and inclusion in the community.

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