Exploring The Influence of Attitude, Subjective Norm, and Perceived Behavioral Control on Intention Behavior: The Moderating Effect of Benefits

Abstract

Introduction: this research aims to analyze the factors that influence consumer interest and behavior in using Sharia financial services based on the framework of the Theory of Planned Behavior (TPB). Method: data were collected from 572 respondents through a questionnaire distributed online to the religious higher education community in Indonesia. Data analysis was carried out using the method of Partial Least Squares-Structural Equation Modeling (PLS-SEM). Results: the research results showed that attitude, subjective norm, and perceived behavioral control (PBC) had a significant influence on interest in using sharia financial services, with PBC as the strongest predictor. Subjective norms exert a greater influence than attitudes, highlighting the importance of social pressure from religious communities, families, and authority figures in shaping customer interest. Interest is proven to be the main predictor of actual behavior with a significant influence, while benefits do not have a significant moderating influence on the relationship between interest and behavior. Conclusions: these findings confirm the TPB in the context of customer behavior in the sharia financial sector and provide practical implications for sharia financial service providers. Financial literacy education, increasing service accessibility, and community involvement are the main strategies to increase the adoption of Sharia financial services. This research also recommends the development of more inclusive Sharia financial literacy policies and programs to strengthen the position of Sharia finance in Indonesia.