HIJRAH INTENTION DAN KEPUTUSAN NASABAH MENGGUNAKAN BANK SYARIAH: PENGEMBANGAN THEORY OF PLANNED BEHAVIOR

This research aims to analyze the determinants of hijrah intention and customers' decisions to use Islamic banks. This study carries out the development of the theory of planned behavior which consists of attitude factors, subjective norms and behavior control. The development carried out is to modify the intention in the theory of Planned Behavior to become the hijrah intention. Another development is adding the factor of Islamic branding to analyze its effect on hijrah intention and customer decisions. The next development is linking the influence between the hijrah intention to the customer's decision. Other developments also add a moderating construct, namely Islamic financial literacy with the aim of Islamic financial literacy being able to break strength or weaken the variable of intention to move towards customer decisions. This study is a study with a quantitative approach. The population in this study are all customers of Islamic banks in Indonesia. The sample of this research is 275 respondents from 34 provinces in Indonesia. Data analysis using SEM with the SmartPLS 3 application. The results in this study indicate that the theory of planned behavior consisting of attitude variables, subjective norms and behavioral control and Islamic branding variables has a significant positive effect on the intention to migrate. Islamic branding also has a significant influence on customer decisions. Migration intention does not significantly influence customer decisions. Islamic financial literacy weakens the effect of hijrah intention on customer decisions