ANALYSIS OF THE DETERMINANTS OF MUSLIM CAREER WOMEN'S BEHAVIOR IN CHOOSING BANKING PRODUCTS: THE THEORY OF PLANNED BEHAVIOR AND BEHAVIORAL BIAS APPROACH
Keywords:
Muslim Career Women, Islamic Banks, Conventional Banks, Theory Of Planned Behavior, Consumer Value TheoryAbstract
This study aims to reveal the preferences of Muslim career women in selecting banking products, particularly the reasons for choosing conventional banks over Islamic banks. The focus is directed toward identifying the factors of attitude, subjective norms, and perceived behavioral control as explained in the Theory of Planned Behavior (TPB), along with an analysis of consumption values based on the Consumer Value Theory (CVT). The research employs a qualitative approach with a phenomenological study design. Informants were selected using purposive sampling, involving 10 Muslim career women from various formal and non-formal sectors who actively use banking products. Data were collected through in-depth interviews and analyzed using thematic analysis. The findings indicate that, although religious awareness regarding interest-free principles is relatively high, the decision to choose conventional banks is driven by functional values such as superior digital services, extensive branch networks, fast administrative processes, and product flexibility. Emotional and social values also play a role, particularly psychological comfort due to habitual use and workplace influence. The main barriers to switching to Islamic banks include limited facilities, concerns over additional costs, and the perception of a complicated migration process.This research contributes to enriching the literature on Muslim women’s consumer behavior by integrating TPB and CVT in the context of banking in Indonesia. The practical implications suggest that Islamic banks need to enhance the quality of their digital services, offer seamless migration processes, and design marketing messages that are relevant to professional needs.
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