Analisis Pergeseran Motif Nasabah Dalam Ekosistem Digital Bank Syariah: Dari Religiusitas Menuju Utilitas
DOI:
https://doi.org/10.30762/wadiah.v10i2.3554Keywords:
Keywords: Islamic digital banking, customer behavior, behavioral Islamic finance.Abstract
AbstractThis study aims to analyze the shift in customer motives within the Islamic digital banking ecosystem from spirituality-oriented motives toward utilitarian motives. The research employs a qualitative approach using library research methods through the analysis of scholarly articles, books, and relevant documents concerning Islamic digital banking and Muslim financial behavior. Data were analyzed using qualitative content analysis supported by the theoretical frameworks of the Technology Acceptance Model (TAM), Unified Theory of Acceptance and Use of Technology (UTAUT2), and Theory of Planned Behavior (TPB). The findings reveal that digital transformation has significantly changed customer behavior in Islamic banking. Factors such as ease of use, service efficiency, system security, and digital experience quality have become the primary determinants of Islamic digital banking usage, surpassing religious motivations. Digitalization has also encouraged the homogenization of behavior between Islamic and conventional bank customers, causing religiosity to shift from a primary motive to a symbolic form of legitimacy. The novelty of this study lies in its critical analysis of the transformation of religiosity meanings within modern Muslim financial behavior in the digital era. Therefore, Islamic banking institutions need to integrate technological innovation with the strengthening of substantive maqashid sharia values to maintain their distinctiveness within the digital financial ecosystem.
Keywords: Islamic digital banking, customer behavior, behavioral Islamic finance.
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