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Indah Mulia Sari: Factors that Influenced People  73

Factors that InFluenced PeoPle to Become IslamIc 
Bank customer: a study on kancana VIllagers

Indah Mulia Sari, Hendro Wibowo & Edy Suprapto1

Abstract. Factors That Influenced People To Become Islamic Bank Cus-
tomer: A Study on Kancana Villagers. Islamic finance and banking indus-
try in Indonesia has shown a significant growth, average growth of 30% more 
per year in the last five years, with a total number of Islamic banks customers as 
much as 12 million accounts, or market share 4.8%. In this study, researchers 
attempt to describe the events in rural districts West Java related to the factors 
that influence people to become customers of Islamic banks. Data processing by 
tabulation and scoring and based on the analysis and discussion are carried out. 
The results of this study indicate that the Islamic bank customers’ data are mostly 
women in productive age with maximum a senior high school education and their 
profession up mostly are traders. Others reasearch results related to factors which 
influence people to become customers of Islamic banks were influenced by psycho-
logical, social, personal, economic and cultural factors.

Keywords: Islamic Banking and Finance, Islamic Bank Customers, Consumer 
Behavior

Abstrak. Faktor-faktor Yang Mempengaruhi Seseorang Untuk Menjadi 
Nasabah Bank Syariah: Studi pada Penduduk Desa Kancana. Industri 
keuangan dan perbankan Islam di Indonesia telah menunjukkan pertumbuhan 
yang signifikan, rata pertumbuhan mencapai 30% lebih pertahun dalam lima 
tahun terakhir, dengan jumlah total nasabah bank syariah sebesar 12 juta reken-
ing atau market share mencapai 4.8%. Dalam penelitian ini, penulis mencoba 
untuk menggambarkan peristiwa di Pedesaan wilayah Jawa Barat terkait dengan 
faktor-faktor yang mempengaruhi orang untuk menjadi nasabah bank syariah. 
Pengolahan data dilakukan dengan tabulasi dan scoring dan berdasarkan anali-
sis dan pembahasan yang dilakukan. Hasil penelitian ini menunjukkan bahwa 
data nasabah bank Islam sebagian besar perempuan di usia produktif dengan 
maksimal pendidikan SMA dan profesi mereka sampai sebagian besar adalah 
pedagang. Hasil lain penelitian adalahterkait dengan faktor-faktor yang mem-
pengaruhi orang untuk menjadi nasabah bank syariah dipengaruhi oleh faktor 
psikologis, personal, faktor sosial ekonomi dan budaya

Kata Kunci : Keuangan dan Perbankan Syariah, Nasabah Bank Syariah, 
Perilaku Konsumen

First draft: September, 10th 2014, Revision: November, 25th 2014, Accepted: December, 10th  
2014

1 SEBI School of Islamic Economic, Address :Bojong Sari Street Depok West Java, Indonesia
Email: muliasari.indah@gmail.com; hendro.wibowo83@gmail.com; edy.suprapto77@gmail.

com



Al-Iqtishad: Vol. VII No. 1, Januari 2015 74

Introduction 

Islamic finance and banking industry in Indonesia has shown a significant 
growth. Its development has reached an average growth of 30% more per year in the 
last five years. This figure is above the average growth of Islamic banking industry in 
the world which is only 10% to 15% per year. In fact, this growth rate is also higher 
than the average growth of the national banking industry, recorded an average of 
16.7% per year. Similarly, other Islamic financial industry (Islamic capital market 
and Non-Bank Financial Institutions) experienced rapid growth although not as fast 
as the Islamic banking industry.

Formally, the developmentof Islamic banking in Indonesia has entered a period 
of 22 years starting in1992 to the present. Based on Islamic Banking Statistics data 
as of December 2013, the growth Islamic banking assets which consist of Islamic 
Commercial Banks (ICB) and Islamic Business Unit (IBU) increased from Rp 195 
trillion in 2012 to Rp 242 trillion in 2013, increased by 24%. Meanwhile, the 
volume of financing in the same period has reached Rp 184 trillion (growing 25% 
-yoy) from the previous year 2012 which amount to Rp 147 trillion and third-party 
funds that is achieved by the Islamic banking amounted to Rp 183 trillion (growing 
24% -yoy) from the previous year 2012 which amount to Rp147 trillion. For over 
the last five years, it has witnessed the growth rate of Islamic banking, both in terms 
of assets, financing and third-party funds showed an upward trend.

As we all know that the majority of Indonesia’s population is Muslim. It has 
become a necessity for Muslims to use Islamic principled financial services. Moreover, 
the current development of Islamic banking in Indonesia from year to year is quite 
significant. Thus, there is no longer any reason for the Muslim community not to 
use the services of financial institutions in accordance with Islamic principles. The 
reality has shown that the number of customers of Islamic banks has increased in 
significant numbers.

The data shows that the trend of growth in the number of customers increased 
year-over-year in average of 26%. The most significant growth trend shows in 2011 
by 35%, despite the fact of a 20% downturn by the end of 2013, so that only grow 
on range of 11% away from the previous year in 2013 the trend growth of Islamic 
banks customers by 32%. With a total number of Islamic banks customer’s as much 
as 12 million accounts, it only reached 4.8% of the total population of Indonesia 
at the end of December 2013 amounted to 248 million people (Statistic Indonesia, 
2014).

Various factors can affect one’s lifestyle including demographics, personality, 
social class, and life cycle in the household. Each person certainly has their own 



Indah Mulia Sari: Factors that Influenced People  75

reasons. Therefore, factors that underlying decision made by the District Cikijing 
Kancana villagers to become an Islamic bank customers still an interesting topic to 
examine. 

From the above background, the formulation of the problem which is used 
to conduct this research: first, how are the characteristics of the District Cikijing 
Kancana villagers? Second, what factors are affecting the District Cikijing Kancana 
villagers to become customers of Islamic banks?

Given the extent of the topic about the community and the banking 
institutions, this paper limit the issues in this research are as follows: first, this 
research focuses on factors that affect the District Cikijing Kancana villagers to 
become customers of Islamic banks; second, Object of this research is the District 
Cikijing Kancana villagers who become bank’s customer in the District Cikijing.

literature review

There are several definitions of consumer behaviour according to some 
marketing experts: Consumer Behaviour is “The study of individuals, groups or 
organizations and the processes undertaken in selecting, determining, obtaining, 
using, and discontinue using the products, services, experiences, or ideas to satisfy 
needs and the impact of these processes on consumers and society “(Hawkins, et.al. 
2001). Consumer behaviour also can described as the mental and physical activity 
undertaken by household customers (end consumers) and business customers that 
result in a decision to pay, purchase, and use of certain products and services (Sheth 
& Mittal, 2004).

Based on those five standpoints regarding the definition of consumer 
behaviour, it can be summarized that consumer behaviour is a process undertaken 
by individuals / consumers in making decisions, both in the pre-purchase, purchase 
and post-purchase.

Consumer behaviour model was used as an effort to make it easier to 
understand consumer behaviour. A model is a simplification of the true picture 
(Swasta & Handoko, 2000). This simplification through setting aspects of reality 
and only consists of the aspects that make keen to the model maker (Swasta & 
Handoko, 2000). For example, if the intention is to interpret consumer behaviour 
as a decision-making process, the emphasis of the model is the process. The form of 
the model may vary, the model can be a verbal description, or by using mathematical 
symbols. Most of consumer behaviour model described verbally. 

Consumer behaviour will determine the decision-making processing 
purchasing. The purchasing process consists of fivesteps: first, needs identification; 



Al-Iqtishad: Vol. VII No. 1, Januari 2015 76

second, search for information; third, evaluate the information; fourth, purchase 
decision; fifth, post-purchase behavior. The Overall process explained above is only 
occurred in certain circumstances, for example at the first purchase. This means that 
the entire above process is not always done by the consumer. Consumers will be 
easier to take a decision in there-purchase or continuity in nature or in other words, 
if consumers are satisfied then they will not undertake initial process, they maybe 
immediately go to purchase decision process.

 The purpose of marketing activities is to influence consumers to buy certain 
goods or services. It is very important for marketing managers to understand why 
and how consumer behaviour so that the company can develop, pricing, promoting, 
and distributing its products better. By studying the consumer behavior, managers 
will know what the unmet wants and needs of their consumers so that they can 
identify it to make market segmentation. 

 Next, we will explain about Islamic Bank.  Islamic bank is a bank that is 
running its operations based on Islamic principles and by the type it consists of 
Islamic Commercial Banks (ICB) and Islamic Rural Banks (IRB). Islamic bank got 
the legitimacy from the Indonesian government with the passage of the Islamic 
Banking Act No.21 of 2008, on July 16, 2008. In Islamic banking Act no.21, 2008 
the term of Islamic Credit Bank was changed to Islamic Finance Bank. This change 
made in order to emphasize the differences between credit and financing based on 
Islamic principles.

According Triandaru and Budisantoso (2006), Islamic bank is a bank that 
its activities, both fund raising and distribution of funds provide there ward on the 
basis of Islamic principles, namely buying and selling and profit-sharing. Islamic 
Bankis an intermediary institutions and financial service providers who work 
one thics and value system of Islam, especially free from interest, free from non-
productive speculative activities such as gambling (masyir), free from the things that 
are not obvious and dubious (gharar), the principleof justice, and only pay for the 
lawful business activities. Islamic banks actively participate in achieving the goals 
and objectives of Islamic economics-oriented social welfare.

In determining the price or profit for the Islamic principles based bank are as 
follows: first, Financing is based on the principle of profit sharing (Mudharabah). 
Second, financing Based on the principle of equity (Musharaka). Third, the principle 
of trading to make a profit (murabaha). Fourth, lease financing of capital goods based 
purely without choice (ijara). Fifth, with the choice of the transfer of ownership of 
the goods are leased from the bank by the other party (ijara wa aqtina)



Indah Mulia Sari: Factors that Influenced People  77

methods

This research is descriptive research, this means researcher sought to describes 
or depicts a social situation in broad and deep scope (Sugiyono, 2008). In this study, 
researchers attempt to describe the events in rural districts Cikijing Kancana related 
to the factors that influence people to become customers of Islamic banks, then 
processed and analyzed using descriptive quantitative analysis method. The research 
was conducted in the village of Kancana the Cikijing District, Majalengka, West 
Java.

Questionnaires distributed to Kancana villagers by using a list of statements 
concerning the factors that affect the community in becoming customers of Islamic 
banks. Answer or assessment from respondent were compiled in frequencies table, 
then interpreted and analyzed based on the data analysis techniques, and the next 
process is discussing the result to determine a general overview of research results.

Based on the factors that influence people to become customers of Islamic 
banks, therefore the two variables are the development of variables into sub-variables 
and indicators as contained in the following table:

Table 1.  Variable, Sub Variable and Indicators

Variable & Variable Concept Sub Variable Indicator

Factors  that Influenced 
Customers

“Kotler (2000) state that 
factors that influenced 
consumer behavior namely: 
culture, social, individual 
and psychological factors.
(Simamora, 2002)

Culture Fac-1. 
tor

Culturea. 
Subcultureb. 
Social Classc. 

Social Factor2. Refference Groupa. 
Familyb. 
Role and Statusc. 

I n d i v i d u a l 3. 
Factor

Age and Lifecycle a. 
Phase
Jobb. 
Economy c. 
Circumstances
Lifestyled. 
Personalities and e. 
Individual Concepts

Psychological 4. 
Factors

Motivationa. 
Perseptionb. 
Knowledgec. 
Attitude and Trustd. 
Educatione. 

Source : Data Modified by authors, 2014



Al-Iqtishad: Vol. VII No. 1, Januari 2015 78

Data processing is a process in order to gain the summary of data or figures 
by applying certain methods or formulas. Tabulation is table construction process, 
containing the data that have been coded according to the analysis required. The 
process of determining the score of the respondent answers conducted by making 
classifications and categories that match depends on the assumptions or opinions of 
respondents. Calculation of scoring is done by using a Likert scale. 

Stages in analyzing the data is as follows: Likert scale used to measure the 
attitudes, opinions and perception of a person or group of people about social 
phenomena. In this study the likert scale is used to measure the attitudes and 
perceptions about the factors that influence people to become customers of Islamic 
banks. Based on the respondents’ answers, on the next phase we need to interprete 
those answers. Distributed questionnaires carried out using a Likert scale, the index 
scores were obtained as follows: Based on the answers of the respondents will then be 
obtained on the respondents’ answers. Questionnaires were distributed performed 
using a Likert scale, the index scores were obtained as follows:

Table2. Score Interpretation Criteria

Likert Score Score Criteria

1 Number 0% - 20% Worse
2 Number 21% - 40% Bad
3 Number 41% - 60% Adequate
4 Number 61% - 80% Good
5 Number 81%-100% Very Good

Source :(Riduwan, 2006)

Once the data is collected through a questionnaire then the next step is to 
tabulate, which gives the value of the system in accordance with applied. Data 
analysis was performed in this study by using quantitative and technical analysis 
using Likert scale.

discussion

In this study, the authors distributed questionnaires to Kancana villagers.  The 
identity of the respondents include gender, age, education, home status, employment 
and incomeof the respondents. By gender, the percentage of women is 70%, and the 
percentage of men with 30%. This is becauseof the respondents, most women who 
like to engage in financial transactions with the bank. Women in the village Kencana 
have more sparetime than men. Therefore, women that more frequently interaction 
with the bank. Compared with men who generally do not have enough time to deal 



Indah Mulia Sari: Factors that Influenced People  79

with the bank, and they preferred to trust his wife. Majority of people who become 
customers of a bank: 34% of respondents aged 21-30 years, 30% of respondents 
aged 31-40 years, and respondents aged 41-50 by 23%. Compared to respondents 
aged 51-60 years 10% and the percentage of respondents aged < 20 years numbered 
1 person with the percentage of 3%. This shows that age is the productive age, so 
that the respondent wishes to investor become customers of the bank to prepare for 
the needs in the future. The majority of respondents that become customers of the 
bank: 46% graduated high school (SMA), 23% graduated from junior high school 
(SMP), 17% graduate bachelor degree (Sarjana), and graduated from elementary 
school (SD) and vocational (Diploma) 7% respectively. The education level of high 
school (SMA) graduates have a high percentage, it is because the majority of the 
villagers are high school (SMA) graduates. In this case meant the whole society 
Kancana already own their home, or none of the mareleased/rented house. This is 
because a home is very important to have for the people Kancana. And another thing 
because urban areas Kancana not familiar with the culture of the lease/contract.

The majority of people who become bank’s customers are dominated by 
people who work as self-employed is 57%. This is because most people Kancana 
worked as a businessman. They can create their own jobs, and not a few of the 
mareable to provide jobs for other communities. Furthermore, the 13% of civil 
servants, private sector employees is 10%. Other work amounted to 6 people with 
a percentage of 20%. For employees of SOEs 0%, this is because people are not 
background by higher education, therefore Kancana community until 2013 no one 
has worked in SOEs. In data the majority of income communities < Rp. 2,200,000 
(fifty percent), 23% are the people incomes Rp. 2,200,000-5,000,000, and 27% 
are income > Rp 5,000,000. This shows that the rural community is a society that 
is able to be customers of the bank. Although more than 30 respondents are people 
who earn less than Rp 2,200,000, but they can set aside money for savings in the 
bank. This is because the expenditure villagers still are manageable.

Community in the Village of Kancana provide feedback related to the factors 
that influence people to become Islamic bank’s customers. The public response to 
the factors that influence people to become Islamic bank’s customers are described 
as follows: first is the cultural factor. That of the sub-variable cultural factors, 
public response from the respondents in the indicator cultures, the majorityof 
people who claim not agree as much as 44%, 23% respondents is agreed, 17% 
respondent is sun decided, and the 13% percentage of respondents strongly disagree 
of respondents stating and very much as 3%. It is addressed that the majority of the 
villagers of Kancana are less affected by the culture there. Therefore the majority 
of the Kancana’s villagers, culture are not a determinant of desires and behaviours 



Al-Iqtishad: Vol. VII No. 1, Januari 2015 80

of the most fundamental. Data can be seen that the variable factors of subcultures, 
peoples answers on indicators of subcultures, the majority of people who expressed 
strongly agree with the percentage of 36.67%. Respondents who had agreed were 
23.3%, the public chose Islamic banks because of its recognition of the Islamic 
religion, some people claim Islam as their religion then they should choose a system 
of Islamic banking institutions. Then 20% disagree and 13% of respondents stated 
strongly disagree. This is because they are already accustomed to using conventional 
banking services. And 6.7% of people undecided because respondents could still 
be influenced or not have a definite choice. It can be seen that the variable factors 
of subsocial classes, peoples answers located on indicators of social class, the vast 
majority of states do not agree 40.0% and 10% expressed strongly disagree, it shows 
that according to this respondent does not affect their social class in choosing to 
become a customer. Compared with people who agree and strongly agreed that 
states 26.7% and 16.7%. This shows that the majority of the Kancana villagers are 
not affected by their sociall class, as agreed percentage is much lower compared with 
those not agree. 

Table 3. Recapitulation of Cultural Factors

No Remarks Mean

Sub-Factors

1 Culture 52.0
2 Sub-Cultural 70.0
3 Social Classes 62.0

Source : Data processed by authors, 2014

From Table 3, it can be seen recapitulation of cultural factors. The highest 
indicator of respondents’ answers is the sub-culture items with an average value of 
70.0, then the sub-cultures including good category. This indicated that the village 
communities affected by the culture there in becoming customers of Islamic banks. 
For the culture itself that is most strongly influenced by the advice of the ustadz/
clergy. Lowest indicator is subculture factor, with an average value of 52.0. It is 
addressing some people there who are affected by culture, because the virulence 
factors of the self, or as admitted to the defense of the religion. Some people are 
affected by their social class in deciding to become Islamic bank’s customers. When 
compared with indicators of the respondents’ answers to the items culture factor 
that only 52.0, social class more items affecting rural communities in deciding to 
become a customer. These results suggest that cultural factors influence the society 
was not so. Culture there is not really influence the community in becoming Islamic 



Indah Mulia Sari: Factors that Influenced People  81

bank’s customer, because only a small proportion of people who are affected by 
culture invillage.

Second is the social factor. The response from the villagers about the factors 
that influence people to become Islamic bank’s customers on social factors based on 
the results obtained data collection are as follows: Data can be seen that the factor 
indicator of Reference, the majority of people who disagree is 40%, while 27% 
of people stated strongly disagree, have shown that there is a majority of people 
who are not affected by the reference factors in rural communities. Reference group 
in here is among friend and the people closest to them. Compared with people 
who claim to agree as much as 17%, and 10% said strongly agree, this indicates 
that the reference factors influence the decision of a person in becoming Islamic 
bank’s customer is weakness. It can be seen that the indicators of the family, 47%, 
the majority of people agree that the family had influence, 20% of people stated 
strongly agree, this shows that the majority of the communities affected by their 
family. Compared by people who disagree and strongly disagree is 30% and 3%. 
It is much less as compared to respondents who answered agree, it means more 
people are affected by many factors in deciding their families to become customers 
of Islamic banks. Data can be seen that the respondents lies in the role and status 
indicators, 33% of respondents agreed, 13% of respondents strongly agreed with 
the stated percentage of 13%. This indicated that there are some people who are 
affected because of their social status in society that caused them to become Islamic 
bank’s customers. While respondents disagree as much as 30% of respondents stated 
and strongly disagree with the percentage of 7%. It is addressed that there are some 
people who do not care about their status and role in society, so it does not affect 
the role and status in the community choose to be bank’s customers. Respondents 
answer hesitation is17%.

Table 4. Recapitulation of Social Factor

No Remarks Mean
Sub-Factor

1 References Group 60.0
2 Family 70.0
3 Role and Statuses 63.0

Source : Data processed by authors, 2014

From Table 4, it can be seen recapitulation of village community feedback 
about the factors that influence people to become Islamic bank’s customers on social 



Al-Iqtishad: Vol. VII No. 1, Januari 2015 82

factors. The highest indicator of respondents’ answers lies in a family of items with an 
average value of 70.0, the sub variables of social factors included in either category. 
This indicated that the village communities affected by the social there be Islamic 
bank’s customer. The social factor itself is most strongly influenced by their families. 
Family advice is affecting their decision in becoming customers of the bank.

Lowest indicator of respondents’ answers to the factor of reference group 
with an average value of 60.0, indicating some people there who are affected by the 
reference group, ie those whose behaviour is always to look like and their role model 
or example to be decided in terms of the bank’s customers. Indicator on the role and 
status of items with an average is 63.0, also showed some people a little affected by 
the status and their role in the community.

Third is the personal factor. Responses Kancana’s villagers about the factors 
that influence people to become Islamic bank’s customers on personal factors based 
on the results obtained data collection are as follows: Data can be seen that the 
indicators of age and stage of life cycle. Respondents disagree with the 33% and 
the percentage of respondents expressed strongly disagree as much as 13% as well. 
Comparable to respondents who agree and strongly agree is 33% and 13%. This 
indicated that the villagers there are some who are affected by age and stage of life 
cycle, in part there is no effect. As for the respondents who expressed undecided are 7 
%; and this number slightly. Data can be seen that the indicators work, respondents 
who disagree 44%, respondents who expressed strongly disagree 3%, while 23% of 
respondents agreed and 10% strongly agree those states. This condition is largely 
due to the work of the villagers are self-employed, so they are not tied to their job. 
They can determine which banking institutions in accordance with their wishes. The 
respondents were hesitant to answer as much as 20%. Data can be seen on the state 
of economic indicators, respondents who had agreed as much as 33%, and 10% said 
strongly agree. This indicated that some people argue that the economic situation 
was extremely influential decision to become customers of the bank. Only a small 
proportion of those who stated that 17% disagree and strongly disagree that states 
as much as 7%. While the people who expressed doubt as much as 33%. Apparently 
there are still many people who feel hesitant with their economic circumstances 
in determining banking institutions which they would choose. This is because the 
majority of village people’s livelihoods are businessmen, so their income is invested 
back in the business. Data can be seen that the sub variables of personal factors, 
the life style indicators, 37% of respondents disagree and strongly disagree were 
expressed by 17%.  This is because the villagers are not the type of people who are 
accustomed to a lifestyle change, respondents who agree as much as 33%, and that 
states could not agree 10%. It is claimed that there are some people who are affected 



Indah Mulia Sari: Factors that Influenced People  83

because of his lifestyle. While doubtful, that the decision take effect life style is 
3%. Data can be seen that the influence of personality and self-concept indicators, 
36% of respondents agreed there is the influence of personality and self-concept 
indicators, 11% of people stated strongly agree. Compare with people who disagree 
and strongly disagree, respectively 43% and 3%. This shows that the majority of 
people affected by their personality in deciding to become customers of Islamic 
banks. The last factor in deciding the choice is based on respondent itself. Therefore, 
personal factors with indicators of personality and self-concept are impacting on the 
communities in the decision to become Islamic bank’s customers. 

Table 5. Recapitulation of Personal Factor

No Remarks Mean

Sub-Factor

1 Age and Stage in The Life Cycle 62.7
2 Occupation 58.7
3 Economic Circumstances 64.7
4 Life Style 56.7
5 Personality and Self-Concept 64.0

Source : Data processed by authors, 2014

From Table 5, it can be seen recapitulation of village community feedback 
about the factors that influence people to become Islamic bank’s customers on 
personal factors. The highest indicator of respondents’ answers on the state of 
the economy subfactors with an average value of 64.7 then enter either category. 
This indicated that the village communities affected by their personal factors in 
becoming Islamic bank’s customer. Although there are factors that influence the 
decision making, but the deciding factor is itself.

Lowest indicator of respondents’ answers to the lifestyle subfactor with an 
average value 56.7. It is addressing some people have argued that lifestyle factors 
influence the decision not determining an option, as well subfactors jobs with an 
average 58.7 when viewed, this job is categorized simply, it means people are not 
so affected by their work in deciding to become a customer, especially since the 
majority of the villagers are entrepreneurs so they are not tied to their place of work. 
In addition, the average value of personality and self concept; age and stage in the 
life cycle subfactors, respectively, are 64.0 and 62.7. This show both subfactor has a 
good effect in a person decides to become Islamic bank’s customers. 

Fourth is the psychological factor. Responses the Kancana’s villagers about the 



Al-Iqtishad: Vol. VII No. 1, Januari 2015 84

factors that influence people to become Islamic bank’s customers in the psychological 
factors based on the results obtained data collection are as follows: Data can be 
seen that the sub variables of psychological factors, the indicators of motivation, 
respondents disagree and strongly disagree that motivation has an influence on the 
decision to become bank’s customers is 46% and 17%. It show that the villagers 
although given the motivation to be Islamic bank’s customer, but has no effect. 
Only asmall proportion of those who agree and strongly agreed, respectively is 7% 
and 13%, and respondents were undecided is 17%. This indicated that the rural 
population is not affected by motivation to become Islamic banks customers. As for 
those who expressed hesitation due to the ignorance factor towards Islamic banking 
institutions. Data can be seen that the sub variables of psychological factors, the 
perception indicator, respondents disagree and strongly disagree states respectively are 
33% and 10%, the data showed that the majority of the rural population is affected 
by the perception of banking institutions sharia, only a few of those who agree and 
strongly agree, respectively is 27% and 13%. While some people undecided as much 
as 13%. Data can be seen that the sub variables ofpsychologicalfactors, indicators 
ofknowledge, 43% of respondents stated that states disagree and strongly disagree as 
much as 7%.  Respondents who agreed and strongly agreed respectively is 20% and 
10%, where as others expressed doubt as much as 20% as well. This indicated that 
village communities are not affected by the increasing knowledge of the different 
banking institutions through the spread of information. Data can be seen that the 
sub variables of psychological factors, trust and attitudes establishment indicator, 
respondents who disagree with the trust and attitudes of the establishment as much 
as 13%, and 13% strongly disagreed, while respondents said strongly agree and 
agree respectively with the percentage of 23% and 27%, and the latter is expressed 
doubt with the percentage of 23%. This indicated that the villager is agreed, that 
the establishment of trust and attitudes influence the person’s decision to become 
Islamic bank’s customers. 

Table 6. Recapitulation Psychological Factors

No Remarks Mean

Sub-Factors

1 Motivation 50.7
2 Perception 57.3
3 Knowledge 56.7
4 Establishment Trust and Attitude 66.7

Source : Data processed by authors, 2014



Indah Mulia Sari: Factors that Influenced People  85

From table 6, it can be seen recapitulation responses Kancana’s villagers 
about the factors that influence people to become Islamic bank’s customers on 
psychological factors. The highest indicator of respondent’s answers to the sub factors 
are confidence and attitude with an average value of 66.7, then categorized as good. 
This indicated that the village communities affected by their psychological factors 
in becoming Islamic bank’s customer. They will be the Islamic bank’s customer if 
it starts to grow confidence and attitude of the establishment. Lowest indicators in 
the motivation of respondents with an average value of 50.7. It is addressed that 
the sub-factors of motivation so that they become customers of minimal influence. 
It is also influenced due to Islamic banking institutions is still limited existence, 
and it affects people’s motivation patterns of Islamic banking institutions. While 
indicators of the respondent’s answers to the sub factors knowledge is average of 
56.7, include enough category, in the sense that people are starting to know about 
Islamic banking. People are starting to know enough about Islamic banking and 
influence. Last indicator on sub factors perception of respondents with an average 
of 57.3 is categorized enough.

conclusion

Based on the analysis and discussion are carried out, it can be obtained several 
conclusions, among others. First, jobs or livelihoods of rural people, correspond 
in general, rural livelihood is farming but not least also the livelihood trade or 
self-employed, because some areas agriculture can not be separated from business 
activities. Therefore, the income level of villagers relatively small and depends on the 
condition of the rural economy.

Second, the factors that most influence to become the Islamic bank’s customer 
in Kancana’s village was sub factors family on social factors, in rural communities, 
family is very important when some one will make a decision. Similarly, sub-cultural 
factors on cultural factors such as factor nationalities, religions, racial groups, and 
geographic regions, influence the decision of the villagers. Furthermore, who has 
a strong influence of rural communities is establishment trust and attitude on 
psychological factors, and economic cırcumstances and self concept (personal 
factors).

reference

Agung, N.B. 2005. Statistical Methods Using SPSS. Yogyakarta: Andi Offset.
Antonio, M.S. 2001. Islamic Bank: Theory and Practice. Jakarta: Gema Insani Press.
Assauri, S. 2004. Marketing Management. Jakarta: Rajawali Press. 
Ayub, M. 2007. Understanding Islamic Finance. New York: John Wiley & Sons 



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