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Abstract

Public interest in using Islamic banking services is growing but remains limited in actual behavioral adoption. This study aims to analyze the determinants of public interest in Islamic banks through the Theory of Planned Behavior (TPB) framework, which includes attitude, subjective norms, and perceived behavioral control. A descriptive qualitative method was employed through in-depth interviews with 20 informants across three major cities. The findings reveal that although most respondents hold positive attitudes toward Islamic banking values, behavioral intention is not fully realized due to technical constraints, lack of social reinforcement, and perceived access difficulties. The integration of all three TPB components plays a crucial role in shaping and converting intention into actual usage. The study implies the need for public education, digital service enhancement, and social norm reinforcement to strengthen Islamic banking adoption. This research offers both theoretical and practical insights for policy development and behavior-based marketing strategies.

Keywords

islamic bank public interest theory of planned behavior user perception

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