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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 purpose of this paper is to explore the implicit and explicit attitude toward Islamic bank and how it influences desire to saving at an Islamic bank. Although the Islamic bank system has been experiencing rocket growth worldwide, but the development in Indonesia is still unsatisfying. The penetration is very low compared to the conventional bank system. Consumer attitude is one of the most important variables that need to be understood to develop effective intervention. Although extensive research has been carried out on consumer attitude in the Islamic bank context, no single study adequately elaborates on implicit attitude.

A sample of 423 respondents was taken to represent the middle-class employee segment. A set of questionnaires consisting of four sections was administered to respondents. The first section is a paper-based implicit attitude test, which collected data using a face-to-face interview, and the rest was self-reported. Data were analyzed using descriptive, analysis of variance and multiple regression analysis.

Analysis of the data shows that the implicit attitude toward Islamic banks in Indonesia is relatively lower than the explicit attitude. In addition, Islamic bank usage pattern and religion have a significant relationship with implicit attitude. While implicit attitude is relatively stable, explicit attitude significantly differs according to age and marital status variables. Finally, this study shows that implicit and explicit attitude simultaneously determine desire to saving at an Islamic bank.

The paper extends the literature by exploring and highlighting the importance of implicit attitude in the study of Islamic consumer behavior. It also gives deeper understanding to Indonesian middle-class employee saving behavior, which has huge potentials, and helps Islamic bank practitioners to develop a set of strategies to tap the market.