Analisis Faktor Eksternal Perbankan Syariah: Uji Pengaruh Kebijakan, Kemudahan Akses Fisik, dan Daya Tarik Iklan terhadap Minat Masyarakat Medan
DOI:
https://doi.org/10.61722/jiem.v4i1.8187Keywords:
Behavioral Intention, Islamic Banking, Bank Policy, Ease of Access, Advertisement Effectiveness, Theory of Planned Behavior, Medan CityAbstract
This study aims to analyze the influence of perceptions of bank policy, ease of access, and advertisement effectiveness on the interest of the people of Medan City in using Islamic banking services. The study employs the Theory of Planned Behavior (TPB) as the theoretical framework, with attitude, subjective norm, and perceived behavioral control as mediators. A quantitative research method was applied by distributing questionnaires to 30 Muslim respondents in Medan City selected using purposive and accidental sampling techniques. Data were analyzed using multiple linear regression. The results prove that the three independent variables have a positive and significant impact on public interest, both partially and simultaneously. Islamic bank policy is the most dominant factor, followed by advertisement effectiveness and ease of access. The research model has a very high explanatory power (R² = 97.8%). The research implications suggest the need for an integrated strategy for Islamic banks focusing on strengthening transparent sharia-based policies, optimizing physical and digital access networks, and educational sharia-compliant marketing campaigns to increase interest and service adoption.
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