Sharia insight factors: Does it matter to shift metropolitan decision behavior towards Islamic bank?

The study explores more initial research to have a confident finding of factors that influence customer decision toward sharia bank. Understanding characteristics of metropolitan customer, and in the sense of fast growing of industrial 4.0 interact with democracy in Jakarta economic and political context. Thus, it is quite critical to ask a question again whether or not its exploratory factors meet confirmatory factors to influence decision of Islamic bank customer and which factors influence more. The survey uses questionnaire based to get useful insight. The result of exploratory factor analysis extracted the issues into 6 factors, namely office location characteristics, digitization feature of the product, sharia insight, bank marketing activities, servicescape quality and brand image. But based on these six factors, confirmation has found that the best fit of the model specification that influences metropolitan customer's decision is by excluding the sharia insight factor. Islamic bank should refined the marketing way to leverage the strength they have, that no other banks could do