Analisis Minat Masyarakat Muslim Terhadap Perbankan Syariah Di Surabaya

This research analyzes the interest of the Muslim community in Islamic banking in Surabaya. A qualitative triangulation method was employed using purposive sampling through in-depth interviews conducted directly with residents in Surabaya, Indonesia. There were a total of 8 respondents, including 2 employees from Islamic banks, 3 users of Islamic banks, and 3 users of conventional banks. The research findings revealed several reasons for customers'preferences. Firstly, from the perspective of the Islamic bank employees, Muslim customers use Islamic bank services because the products offered are halal, interest-free (no riba), and come with various promotions. Additionally, Islamic bank employees explained that there are fewer branches and ATMs available, as Islamic banks avoid facilitating non-halal transactions. Secondly, Muslim customers prefer Islamic banks because they want to distance themselves from riba. Furthermore, Islamic banks offer fee-free administrative services, which both respondents found highly advantageous as it does not deplete their account balances through administrative fees. Thirdly, the reason some Muslim customers do not use Islamic banks, as seen from the perspective of conventional bank users, is the abundance of conventional bank branches and ATMs. Fourthly, the study analyzed the factors influencing Muslim customers' decision-making, based on Zeithaml and Bitner's theory of purchase decision factors. Four indicators, namely product, process, price, and promotion, showed positive results, with the product factor being the dominant one. The product factor has a significant influence on Muslim customers' decisions to use Islamic bank services because they derive numerous benefits from using Islamic banks