Penelitian ini menggunakan gabungan dua teori yaitu theory reasoned action (TRA) dan/atau push-pull-mooring (PPM). Penelitian ini bertujuan untuk mengetahui pengaruh religious attitude, subjective norm dan alternative attractiveness terhadap customers switching intention serta pengaruh religious attitude, subjective norm dan alternative attractiveness terhadap customers switching behavior melalui customers switching intention.
Metode penelitian yang digunakan adalah kuantitatif. Penelitian ini menggunakan data primer yang disebarkan kepada responden dengan teknik purposive sampling. Populasi pada penelitian ini yaitu nasabah bank syariah yang sebelumnya pernah menjadi nasabah bank konvensional di Jawa Tengah yang beragama Islam. Sampel yang digunakan sebesar 100 data yang diperoleh melalui penyebaran kuesioner dengan pertanyaan tertutup. Penelitian ini menggunakan teknik analisis SEM (Structural Equation Modelling) dengan softwere Smart-PLS.
Hasil pengujian hipotesis menunjukkan bahwa religious attitude, subjective norm, dan alternative attractiveness berpengaruh positif dan signifikan terhadap customers switching intention pada nasabah bank syariah. Customers switching intention berpengaruh positif dan signifikan terhadap customers switching behavior pada nasabah bank syariah. Religious attitude dan subjective norm berpengaruh terhadap customers switching behavior melalui customers switching intention. Alternative attractiveness tidak berpengaruh terhadap customers switching behavior melalui customers switching intention. Daya tarik alternatif yang diberikan bank syariah hanya mampu mempengaruhi niat tetapi tidak perilaku seseorang untuk berpindah dan bertransaksi di bank syariah. Bank syariah perlu memberikan layanan, fasilitas, serta produk yang lebih menguntungkan dibandingkan dengan bank konvensional agar mampu meningkatkan kemungkinan nasabah Bank Konvensional untuk berpindah ke Bank Syariah.

ABSTRACT:
This study uses a combination of two theories, namely theory reasoned action (TRA) and/or push-pull-mooring (PPM). This study aims to determine the effect of religious attitude, subjective norm and alternative attractiveness on customers switching intention and the effect of religious attitude, subjective norm and alternative attractiveness on customers switching behavior through customers switching intention.
The research method used is quantitative. This study uses primary data distributed to respondents with purposive sampling technique. The population in this study are Islamic bank customers who have previously been customers of conventional banks in Central Java who are Muslim. The sample used is 100 data obtained through distributing questionnaires with closed questions. This research uses SEM (Structural Equation Modeling) analysis technique with Smart-PLS software.
The results of hypothesis testing indicate that religious attitude, subjective norm, and alternative attractiveness have a positive and significant effect on customers switching intentions on Islamic bank customers. Customers switching intention has a positive and significant effect on customers switching behavior in Islamic bank customers. Religious attitude and subjective norm affect customers switching behavior through customers switching intention. Alternative attractiveness has no effect on customers switching behavior through customers switching intention. The attractiveness of alternatives given by Islamic banks is only able to influence the intention but not the behavior of a person to move and transact at Islamic banks. Islamic banks need to provide services, facilities, and products that are more profitable than conventional banks in order to increase the possibility of Conventional Bank customers to switch to Islamic Banks.