RASIONALITAS DAN SELF-AWARENESS SEBAGAI FAKTOR KRITIS PENGGUNAAN PRODUK BANK SYARIAH: PENGEMBANGAN THEORY OF PLANNED BEHAVIOUR

The study aims at developing the Theory of Planned behavior (TPB) with additional rationality and self-awareness variables to predict the most appropriate model measuring the attitude and behavior of sharia banks’ customers. The model applies exogen variables that comprise rationality, self-awareness, subjective norms, and perceived behavior control and endogen variables that comprise attitude, intention, and customers’ behavior. This quantitative research obtained primary data through questionnaires distributed to 280 sharia banks’ customers throughout Indonesia. The analysis tool used is Partial Least Square (PLS) with Smart PLS 3.0 software assistance. The results show that rationality does not influence customers’ attitude but does bring positive influence significantly to their behavior in using the banks’ products and services. The study also shows a significant positive influence of self-awareness to the customers’ attitude and behavior in using the banks’ products and services. Attitude, subjective norms, and perceived behavior control significantly bring positive influence to the customers’ intention; and intention positively influences their behavior in using the banks’ products and services. As rationality and self-awareness is proved to have positive correlation with the customers’ attitude and behavior, sharia banks must set a strategy to gain new customers while, at the same time, retaining the existing ones. The findings also suggest that sharia banks should pay more attention to the quality of their products and services and regularly evaluate them for the sake of higher customers’ trust in the future. So, customers will feel confident that the banks could help them achieve their goals