ANALYSIS OF CONSUMER BEHAVIOR TOWARD THE USE OF DIGITAL INFORMATION SYSTEMS IN HAJJ AND GOLD SAVINGS AT BANK SYARIAH INDONESIA PURWOKERTO

Abstract

In order to comprehend the dynamics of adoption, this study integrates the Technology Acceptance Model (TAM), Unified Theory of Acceptance and Use of Technology (UTAUT), and Theory of Planned Behavior (TPB) to investigate consumer behavior toward digital information systems for Hajj and gold savings at Bank Syariah Indonesia Purwokerto. The key determinants, such as perceived usefulness, ease of use, social influence, and cultural influences, were analyzed using a mixed-methods approach that combined quantitative surveys and qualitative interviews. The results indicate that adoption is significantly influenced by convenience, efficiency, and religious compatibility. However, technical obstacles, inadequate digital literacy, security concerns, and cultural resistance continue to pose significant obstacles, particularly for rural residents and older users. Trust issues regarding Shariah compliance and system reliability persist, despite the fact that younger users exhibit higher adoption rates. This study recommends that adoption be enhanced by expanding educational initiatives, promoting cultural alignment through community engagement, and enhancing digital infrastructure. Financial institutions can ensure broader participation in Islamic financial products by developing more inclusive and accessible digital services, which can be achieved by addressing these concerns