Win the Customer’s Heart: Understanding the Role of Religiosity in Pursuing Customer’s Intention to Use Islamic Bank's Mobile Banking

Religiosity has increasingly attracted scholarly attention in the Islamic banking sector, particularly regarding its influence on business strategies, customer behaviour, and the digitalization of financial services. As Islamic banks expand their mobile banking offerings, understanding the behavioural factors that shape customers’ adoption intentions becomes essential, especially in religiously sensitive markets. This study analyzes the influences of religiosity on customers’ intention to use Islamic bank mobile banking by integrating product awareness, subjective norms, and attitude within the Theory of Planned Behaviour. By integrating religiosity into the behavioral framework, this study seeks to offer a more comprehensive understanding of technology acceptance within Islamic finance contexts. An empirical approach was utilized, gathering primary data from 294 customers of Islamic banks in Indonesia using structured questionnaires. The analysis applied Confirmatory Factor Analysis alongside Structural Equation Modeling to ensure the constructs’ validity and to test the hypothesized relationships among the variables. The results indicate that religiosity, product awareness, and subjective norms have positive and significant effects on customers’ intentions to adopt Islamic mobile banking. These findings demonstrate that religious values and social pressures continue to influence technology-related decisions, even as financial services become increasingly digital. The study suggests that Islamic banks should integrate religious considerations into digital marketing strategies, strengthen customer awareness of Shariah-compliant features, and leverage social influence to encourage adoption. Such efforts may support broader financial inclusion by improving access to ethical, Shariah-compliant financial services via digital channels, thereby reinforcing the strategic role of Islamic mobile banking in financial ecosystems