ANALYSIS OF FACTORS INFLUENCING THE INTENTION TO ADOPT SHARIAH-COMPLIANT SAVINGS ACCOUNT IN YOGYAKARTA USING THEORY OF PLANNED BEHAVIOR

The Islamic banking institutions in Indonesia are faced by great challenges to face the competition in the banking industry. Understanding consumer behavior and attitude are important to develop efficient marketing strategy to survive in the competition. Since Shariah-compliant savings account is found to be the most popular Islamic banking product used by Indonesian people, this study is aimed to analyze the factors influencing the intention to adopt Shariah-compliant savings account in Yogyakarta using Theory of Planned Behavior (TPB) as a basic framework. Samples of 150 respondents were collected using judgment sampling method, in which respondents who resides in Yogyakarta and those who do not have Shariah-compliant savings account were chosen. The data were then analyzed using Multiple Regression Analysis. This study confirms that the components of TPB, which are attitudes toward behavior, subjective norms, and perceived behavioral control, have a positive influence on the intention to adopt Shariah-compliant savings account in Yogyakarta. In addition, this study also shows that the most significant variable from those three independent variables is subjective norms. Therefore, the findings could demonstrated the applicability of TPB in the Shariah-compliant savings account context. It also suggests that bank managers in Yogyakarta should pay attention on subjective norm variable by using word-of-mouth marketing strategy, increasing promotional campaigns and improving the service quality to increase customer satisfaction