ANALISIS FAKTOR FAKTOR YANG MEMPENGARUHI KEPUTUSAN MASYARAKAT DESA SUKARAJA TIDAK MEMILIH BANK SYARIAH (STUDY KASUS DESA SUKARAJA)

Abstract

This study aims to analyze the factors that influence the decision of the Sukaraja Village community in Garut Regency not to choose Islamic banks as financial institutions. Although the majority of Sukaraja Village residents are Muslim and have the potential to become Islamic bank customers, the level of participation in utilizing Islamic banking services remains very low. This research employs a quantitative approach. The variables analyzed include knowledge, access, promotion, and socialization. The sample was determined using the Slovin formula, resulting in 97 respondents, and data collection was conducted through the distribution of questionnaires. The results show that low Islamic financial literacy, limited access to Islamic banking services, lack of promotional and socialization efforts by Islamic banking institutions, and public perceptions that Islamic banks are not significantly different from conventional banks are dominant factors influencing the community’s decisions. These findings highlight the importance of adaptive and locally grounded strategies in increasing Islamic financial inclusion in rural areas. This research is expected to serve as a reference for Islamic banking institutions, local governments, and academics in formulating policies and strategies for the development of the Islamic financial industry at the grassroots level.