The Impact of Religiosity as a Moderating Factor in the Decision-Making of Islamic Bank Customers

HRMARS - This study investigates the influence of Cultural, Social, Psychological, and Personality factors on the decision to become a Sharia Bank customer in Riau Province, employing Religiosity as a moderating variable. Using a quantitative approach with SmartPLS analysis, the research reveals that Social, Psychological, and Personality factors significantly drive customer decisions. Conversely, Cultural factors alone show no significant direct effect, suggesting that local tradition does not automatically translate into banking behavior. However, the study demonstrates that Religiosity acts as a significant moderator, notably strengthening the impact of culture when paired with strong religious conviction. The findings imply that in Riau, banking decisions are driven more by internal religious motivation and social influence than by cultural habits alone. Consequently, Sharia banks should prioritize marketing strategies that emphasize religious compliance and leverage social leaders (Ulama) rather than relying solely on cultural branding.