The purpose of this paper is to test the efficacy of model of goal-directed behavior (MGB) to explain and predict savings at Islamic bank behavior. The importance of understanding consumer intention to develop good strategy to accelerate consumer saving at Islamic bank is inevitable. One of the most popular theories explaining behavioral intention was the MGB. Although it has been validated and tested in a variety of contexts, this theory has never been applied in behavior related to Islamic banks.
The present study used a combination of qualitative and quantitative data. Qualitative data obtained from 31 in-depth interviews were used to develop behavioral beliefs components and a control beliefs component, while quantitative data obtained from a survey of 316 respondents were used to test the model. Structural equation modeling was the main data analysis technique.
The result shows that MGB has good indicators of fit, which implies that it can be used to explain and predict intention to save at Islamic bank. This research also reveals several behavioral and control beliefs that positively contribute to intention.
This paper contributes to behavior prediction literature by exploring the possibility of the application of the MGB in the Islamic bank context. It also gives a deeper understanding of the Indonesian Islamic bank consumer market that has great potential for development in the future.
The authors gratefully acknowledge the support and generosity of PPM School of Management, without which the present study could not have been completed.
Setyobudi, W., Wiryono, S., Nasution, R. and Purwanegara, M. (2016), "The efficacy of the model of goal directed behavior in explaining Islamic bank saving", Journal of Islamic Marketing, Vol. 7 No. 4, pp. 405-422. https://doi.org/10.1108/JIMA-12-2014-0080Download as .RIS
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