This study aims to analyze the selection criteria considered by students in choosing a Sharia bank; know the level of student knowledge of Islamic banking products; and analyzing consumer attitudes towards Islamic banks. The research subjects were students who used the services of Islamic banks or those who did not use Islamic banks in Jakarta. Data analysis methods are statistical descriptive and factor analysis. The analysis concluded that there were six factors that were considered by students in choosing a Sharia bank, including: perception and process, physical condition, price, human resources, relationships and location factors. Consumer perception is the most influential factor on consumer decisions in choosing a Sharia bank. In general, the majority of respondents have limited knowledge about Islamic banking. Religion is not the main reason for students to choose a Sharia bank. Students consider Sharia bank service friendliness more than other factors


Attitude, Consumers, Islamic Banks, Knowledge, Selection Criteria


Ajzen, I. (1987). Attitudes, Traits and Actions: Dispositional Prediction of Behavior in Personality and Social Psychology, in Berkowitz, L. (Ed.), Advances in Experimental Psychology. 20. New York: Academic Press.

Ajzen, I., and Madden, T. (1986). Prediction of Goal-Directed Behaviour: Attitudes, Intentions, and Perceived Behavioral Control. Journal of Experimental Social Psychology, 22(5), 453.

Almossawi, M. (2001). Bank Selection Criteria Employed by College Students in Bahrain: An Empirical Analysis. International Journal of Bank Marketing, 19(3), 115.

Andaleeb, S. S., & Conway, C. (2006). Customer Satisfaction in the Restaurant Industry: An Examination of the Transaction-Specific Model. Journal of Services Marketing, 20(1), 3-11.

Anderson, W. T., Cox, E. P., and Fulcher, D. G. (1976). Bank Selection Decisions and Market Segmentation. Journal of Marketing, 40, 40-53.

Andespa, R. (2018). Analisis Sikap Nasabah terhadap Perbankan Syariah di Sumatera Barat. Maqdis: Jurnal Kajian Ekonomi Islam, 3(1), 113-122.

Armstrong, R. W., and Seng, T. B. (2000). Corporate-Customer Satisfaction in the Banking Industry of Singapore. International Journal of Bank Marketing, 18(3), 97-111.

Arnott, D. C., and Easingwood, C. J. (1994). Positioning in Services: a Hypothetical Typology of Competitive Bases. In 23rd EMAC Conference Proceedings, 1 University of Limburg, Maastricht, 17-20 May, 1-3.

Assael, H. (2004). Consumer Behavior: A Strategic Approach. Boston: Houghton Miffin.

Avkran, N. K. (1999). Quality Customer Service Demands Human Contact. International Journal of Bank Marketing, 17(2), 61-71.

Blankson, C., Cheng, J. M. S. and Spears, N. (2007). Determinants of Bank Selection in USA, Taiwan and Ghana. International Journal of Bank Marketing, 25(7), 469.

Blankson, C., Omar, O.E. and Cheng, J. M. S. (2009). Retail Bank Selection in Developed and Developing Countries: a Cross-National Study of Students’ Bank-Selection Criteria. Thunderbird International Business Review, 51(2), 184.

Bloemer, J., Ruyter, K. and Wetzel, M. (1998). Linking Perceived Service Quality and Service Loyalty: a Multi-Dimensional Perspective. European Journal of Marketing, 33(11/12), 1082.

Colgate, M., Stewart, K. and Kinsella, R. (1996). Customer Defection: a Study of the Student Market in Ireland. International Journal of Bank Marketing, 14(3), 23.

Coyle, T. (1999). The Bank of Tomorrow. Americans Community Banker, 8(7), 16-18.

Cronin, J. J. Jr and Taylor, S.A. (1992). Measuring Service Quality: a Reexamination and Extension. Journal of Marketing, 56, 55-68.

Dadzie, K., Akaa, I. and Riordan, E. (1988). Incidence of Market Typologies and Pattern of Marketing Activity Performance in Selected African Countries. Journal of Global Marketing, 1(3), 87-107.

Daniel, E. (1999). Provision of Electronic Banking in the UK and the Republic of Ireland. International Journal of Bank Marketing, 17(2), 72-82.

Devlin, J. F. (2002). Customer Knowledge and Choice Criteria in Retail Banking. Journal of Strategic Marketing, 10(4), 273.

Devlin, J. F. and Gerrard, P. (2004). Choice Criteria in Retail Banking: An Analysis of Trend. Journal of Strategic Marketing, 12(1), 13-27.

Durkin, M. G. and Howcroft, B. (2003). Relationship Marketing in the Banking Sector: the Impact of New Technologies. Marketing Intelligence & Planning, 21(1), 61-71.

Erol, C., Kaynak, E. and El-Badour, R. (1990). Conventional and Islamic Banks: Patronage Behavior of Jordanian Customers. International Journal of Bank Marketing, 8(4), 25-35.

Fullerton, G. and Taylor, S. (2002). Mediating, Interactive and Non-Linear Effects in Service Quality and Satisfaction with Services Research. Canadian Journal of Administrative Science, 19(2), 124.

Gerrard, P. and Cunningham, J. B. (2001). Singapore’s Undergraduates: How they Choose which Banks to Patronize. International Journal of Bank Marketing, 19(3), 104.

Goulding, C. (2005). Grounded Theory, Ethnography and Phenomenology: A Comparative Analysis of Three Qualitative Strategies for Marketing Research. European Journal of Marketing, 30(3/4), 294-308.

Hair, J. F., Anderson, R.E., Tatham, R. L. and Black, W. C. (1998). Multivariate Data Analysis. Upper Saddle River: Prentice Hall International.

Heskett, J. L., Jones, T. Q., Loverman, G. W., Sasser, W.E. and Schlesinger, L.A. (1994). Putting the Service-Profit Chain to Work. Harvard Business Review, 72(2), 164.

Hisrich, R. D. and Ozturk, S. A. (1999). Women Entrepreneurs in A Developing Economy. Journal of Management Development, 18(2), 114.

Holstius, K. and Kaynak, E. (1995). Retail Banking in Nordic Countries: the Case of Finland. International Journal of Bank Marketing, 13(8), 10-20.

Huu, P. T. and Kar, Y. H. (2000). A Study of Bank Selection Decisions in Singapore Using the Analytical Hierarchy Process. International Journal of Bank Marketing, 18(4), 170.

Joseph, M. and Stone, G. (2003). An Empirical Evaluation of US Bank Customer Perceptions of the Impact of Technology on Service Delivery in the Banking Sector. International Journal of Retail & Distribution Management, 31(4), 190-202.

Kaynak, E. and Kucukemiroglu, O. (1992). Bank and Product Selection: Hong Kong. International Journal of Bank Marketing, 10(1), 3-16.

Kotler, P. (2001). A Framework for Marketing Management. Englewood Cliffs: Prentice Hall.

Levesque, T. J. and McDougall, G. (1996). Customer Dissatisfaction: the Relationship Between Types of Problems and Customer Response. Canadian Journal of Administrative Sciences, 13(3), 264.

Lovelock, C. H., Patterson, P. G. and Walker, R. H. (2001). Service Marketing: An Asia-Pacific Perspective. Brisbane: Prentice Hall.

Lovelock, C. and Wirtz, J. (2004). Service Marketing: People, Technology and Strategy. Englewood Cliffs: Prentice Hall.

Malhotra, N. K. and Birks, D. F. K. (2006). Marketing Research: An Applied Approach. Hemel Hempstead: Prentice Hall.

Owusu-Frimpong, N. (1999). Patronage Behavior of Ghanaian Bank Customers. International Journal of Bank Marketing, 17(7), 335.

Owusu-Frimpong, N. (2008). An Evaluation of Customers’ Perception and Usage of Rural Community Banks (RCBs) in Ghana. Journal of Emerging Markets, 3(2), 181.

Owusu-Frimpong, N. and Mmieh, F. (2004). State Policies and Challenges in Attracting Foreign Direct Investment: a Review of the Ghana Experience. Thunderbird International Business Review, 46(5), 575-99.

Parasuraman, A., Zeithaml, V. and Berry, L. (1991). Refinement and Reassessment of the Servqual Scale. Journal of Retailing, 67(4), 420.

Parasuraman, A., Zeithaml, V. and Malhotra, A. (2005). E-S-QUAL: A Multiple Item Scale for Assessing Electronic Service Quality. Journal of Retailing, 7(3), 213-33.

Peter, J. and Olson, J. (2002). Consumer Behavior: Marketing Strategy. New York: McGraw-Hill.

Rayport, J. F. and Sviokla, J. J. (1995). Exploring the Virtual Value Chain. Harvard Business Review, 75-85.

Reichheld, F. F. and Sasser, E. W. (1990). Zero Defects Quality Comes to Services. Harvard Business Review, 68, 105.

Schiffman, L. and Kanuk, L. L. (2007). Consumer Behavior. Englewood Cliffs: Prentice Hall.

Schlegel, R. P. and DiTecco, D. (1982). Attitudinal Structures and the Attitude-Behaviour Relation. in Zana, M. P., Higgins, E. T. and Herman, C. P. (Eds), Consistency in Social Behavior: The Ontario Symposium, 2, Lawrence Erbaum Associates, Hillsdale, NJ, 17-49.

Schmenner, R. (1986). How Can Service Businesses Survive and Prosper?. Sloan Management Review, 27(3), 21-32.

Schneider, B. and Bowen, D. E. (1999). Understanding Customer Delight and Outrage. Sloan Marketing Review, 41(1), 35-45.

Tan, C. T. and Chua, C. (1986). Intention, Attitude, and Social Influence in Bank Selection: A Study in An Oriental Culture. International Journal of Bank Marketing, 4(3), 43-53.

Thwaites, D. and Vere, L. (1995). Bank Selection Criteria: A Student Perspective. Journal of Marketing Management, 11, 133.

Yee, R. W. Y., Yeung, A. C. L. and Edwin, C. T. (2010). An Empirical Study of Employee Loyalty, Service Quality and Firm Performance in the Service Industry. International Journal of Production Economics, 124(1), 109.

Zeithaml, V. A., Parasuraman, A. and Berry, L. L. (1996). Delivering Quality Service: Balancing Customer Perceptions and Expectations. New York: Free Press (Macmillan).

Lovelock, C. and Wirtz, J. (2011), Services Marketing: People, Technology, Strategy. Harlow: Pearson.

Owusu-Frimpong, N. (2001). An Evaluation of Marketing Practices in Banks in Ghana. Journal of African Business, 2(3), 75-91.

Ries, A. and Trout, J. (1986). Positioning: The Battle for Your Mind. New York: McGraw-Hill.



  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.


View My Stats