Analysis of Consumer Behavior in the Use of Mobile Banking at Bank Syariah Indonesia KCP Sidoarjo Jenggolo

Abstract

The rapid development of digital technology has significantly transformed the banking industry, including Islamic financial institutions. This study explores the perspective of Bank Syariah Indonesia (BSI) KCP Sidoarjo Jenggolo regarding consumer behavior in using mobile banking services through the BSI Mobile application. Employing a qualitative descriptive approach, data were collected through in-depth interviews with the branch leader and analyzed using the framework of consumer behavior theory, which includes cultural, social, personal, and psychological factors. The findings reveal that consumer behavior is influenced by more than just transactional convenience. Religious values, social engagement, and individual preferences play a vital role in shaping how customers interact with the application. BSI Mobile's diverse features, such as digital zakat payments, prayer schedule reminders, gold investment options, and educational payments, demonstrate the bank's effort to align its services with the daily lives and values of its users. Furthermore, the platform's inclusivity and appeal to the millennial generation highlight the importance of designing digital services that are both functional and value-oriented. This study concludes that the integration of cultural and spiritual values into mobile banking services enhances customer engagement and loyalty, positioning BSI Mobile as a strategic tool for digital transformation in Islamic banking.