Title:
Impact of Brand Image and Service Quality on the Choosing Decision Bank Syariah Indonesia with Religiosity as a Moderating Variable

Authors:
Abul Hasan Asy’ari, Aminah Ekawati, Indonesia

Abstract:

Islamic banks are financial institutions that operate according to Sharia principles. In 2021, the Indonesian government consolidated several Islamic banks into Bank Syariah Indonesia (BSI) to strengthen the Islamic finance sector. However, the growth of Islamic banks remains relatively modest compared to conventional banks. Brand image and service quality are critical factors influencing customers’ choice of BSI, with religiosity also playing a significant role in shaping the demand for Sharia-compliant services. This study aims to evaluate the impact of brand image and service quality on the decision to choose BSI, considering religiosity as a moderating variable. The study was conducted with 105 BSI customers in South Kalimantan, selected through purposive sampling. Thirteen indicators were used, including three for brand image, five for service quality, two for religiosity, and three for choice decision. Data was collected via questionnaires distributed to BSI customers, and analysis was performed using SEM-PLS to assess both the measurement and structural models. The results revealed that brand image and service quality significantly influence the decision to choose BSI. Religiosity was found to moderate the impact of brand image on choice decisions but did not have a moderating effect on service quality. These findings suggest that BSI should focus on enhancing its brand image and improving service quality to attract a broader clientele and reinforce its position as a preferred institution for financial transactions.

DOI: https://doi.org/10.51505/IJEBMR.2024.81115