EXAMINING THE DETERMINANT FACTORS ON CONSUMER SWITCHING INTENTION TOWARD ISLAMIC BANK IN CENTRAL JAVA, INDONESIA

Purpose of the study: The purpose of this paper is to examine the determinant factors that influence consumer switching intentions from conventional banks to Islamic banks in Central Java, Indonesia. Methodology: This study is quantitative research in which data is collected by using a survey with the questionnaire. Data was collected by distributing questionnaires to 480 Muslim respondents who were still registered as customers at three conventional government banks in Indonesia using purposive sampling techniques and analyzed with SEM-AMOS v24. Main Findings: The result showed that all out of the hypotheses tested, there is only one hypothesis that was rejected, is the fourth hypothesis. This research reveals that consumer trust in Islamic banks, consumer awareness and religiosity had a positive and significant effect on attitude toward Islamic banks. Furthermore, consumer awareness and religiosity are also able to predict consumer switching intentions at Islamic banks but consumer trust toward Islamic banks has insignificant consumer switching intentions at Islamic banks. Applications of this study: Based on the results of the study, conventional bank consumers' intentions to switch to Islamic banks are influenced by consumer awareness, level of religiosity, and consumer attitudes toward Islamic banks. Furthermore, this is becoming a very important concern for Islamic banks to pay more attention to the antecedents used in this study. Trust is an important predictor for companies in increasing intentions, in this study then it has not been proven to influence consumer intentions to move to Islamic banks. Trust will be able to increase intention if consumers have a good attitude towards Islamic banks. Novelty/Originality of this study: This study linked the variables of consumer awareness, religiosity, consumer trust, attitudes toward Islamic banks and consumer switching intentions on Islamic banks within a conceptual framework.


INTRODUCTION
The increasing competition between the conventional banking industry and Islamic banking, targeting the same customer segment both Muslim and non-Muslim. Islamic banks and conventional banks are truly significant difference, the conventional banks apply the interest system while Islamic banks assume that interest is riba and is prohibited in Islam (Sayani & Miniaoui, 2013). Riba is income from customer loans received in advance or referred to as interest in conventional bank terms (Belwal & Al Maqbali, 2018). Islamic banks forbid the practice of riba and do not provide savings or loan interest to customers because all transactions are carried out based on the distribution of profits and losses between the bank and the customer. Islamic Banking serves not only Muslim customers but also serves non-Muslim customers (Saleh et al., 2017). This encourages Islamic banks to find the right marketing strategy (Tabrani et al., 2018). One of the strategies undertaken by several financial institutions is to build long-term relationships with customers so that they remain loyal and do not move to other banks (Clemes et al., 2010).
The relationship between the customer and the bank is limited on the transactional side and has been an interesting issue for many years to be further investigated. It is not only in the service sector that is the main source in establishing good relationships with customers, but consumer confidence in the business systems they do (Iqbal et al., 2018). Islamic banks operate based on non-interest based Islamic sharia in every financial transaction activity. Therefore, Muslim consumers have a tendency to choose Islamic banks because they are based on the religion they profess (Rashid et al., 2009).
Islamic Bank has grown significantly over three decades, especially in Asia, as an alternative to conventional banks (Iqbal et al., 2018). Although the development of Islamic banks is considered less popular and experienced compared to conventional banks (Souiden & Rani, 2015), Islamic banking is a dynamic financial industry especially in most countries with a majority Muslim population (Suhartanto, 2019) including in Indonesia. Customers will definitely consider factors as their determinant in choosing a bank. Based on this study, it is very possible that conventional bank customers also have a strong desire to move to Islamic banks.  Choi, et al. (2013) in their research stated that there is a role of religiosity towards consumer switching intention because religious differences have behavioral impacts for followers. Therefore, this study explores the antecedents that contribute to the switching intention of Muslim consumers who use conventional banking services to Islamic banking in Indonesia.

Consumer Trust
Trust is a fundamental construct that is universally accepted by consumers in every transaction and has a dynamic nature (Butt & Aftab, 2013;Lu et al., 2016). In the banking business, trust has to do with risk vulnerability, the dependence between customers and service providers and involves the confidence of customers and banks about future behavior (Ennew & Sekhon, 2007). Consumer trust is formed from consumers' experience of perceived services based on bank security and ability and is committed to banks with rules and regulations (Järvinen, 2014). In the perspective of Islamic banks, trust is a symbol of compliance and confidence in Islamic principles that Islamic banks have conducted their business in accordance with Islamic principles (Amin et al., 2013;Sumaedi et al., 2015).
Consumers think that there are still many Islamic banks that are not in accordance with sharia and are the same as conventional banks. To be able to increase consumer confidence, Islamic banks must be able to apply Islamic principles in their business activities and Islamic banks must be in accordance with the reputation of their Islamic compliance (Kaakeh et al., 2019). Ethics and obedience are the main foundations that can shape consumer trust because trust in Islam is a personality trait that must be possessed by Muslims (Nora, 2019). Trust is reflected in the activities of Islamic banks which prohibit the practice of usury in all of their business activities, this is what can build the perspective of trust and attitudes of Muslim consumers in sharia banking practices (Sumaedi et al., 2015).
The level of consumer confidence will increase if consumers trust service providers and if trust decreases, consumers will have the intention to switch to other service providers (Tabrani et al., 2018). Arshad, et al. (2016) found that Muslim consumers have a tendency to switch to Islamic banks because of their belief in sharia principles. Therefore, the hypotheses tested are: H1: Consumer trust has a significant effect on consumer attitude toward Islamic Bank.
H2: Consumer trust has a significant effect on consumer switching intention to the Islamic Bank.

Consumer Awareness
Consumer awareness is a concept of perception, one's ability to be able to understand, feel and be aware of an event and object (Aziz & Chok, 2013). Consumer awareness has an important role in determining consumer intentions to choose an object (Aziz & Chok, 2013)  In spite of the fact that consumers' intention towards sharia banking in the world has increased, consumer awareness still has a lack of awareness of sharia banking products (Sayani & Miniaoui, 2013). Lack of consumer awareness of Islamic bank products is their main key to the belief that Islamic banks are not in accordance with Islamic principles (Nora, 2019). Therefore, increasing consumer awareness of Islamic bank products can increase understanding of Islamic bank products in accordance with Islamic principles (Kaakeh et al., 2019). Consumer awareness can have a positive influence on consumer attitudes in Islamic banks (Kaakeh et al., 2019) and also in intention to switch to Islamic banks (Saeed & Binti Abdul Ghani Azmi, 2019). Therefore, the hypotheses tested in this study are: H3: Consumer awareness has a significant effect on consumer attitude toward Islamic Bank.
H4: Consumer awareness has a significant effect on consumer switching intention to the Islamic Bank.

Religiosity
The concept of religiosity is a construct that challenges researchers in the field of social science and marketing (Souiden & Rani, 2015) and  (Belwal & Al Maqbali, 2018). Therefore, the hypotheses tested are: H5: Religiosity has a significant effect on consumer attitude toward Islamic bank.
H6: Religiosity has a significant effect on consumer switching intention to an Islamic bank.

Attitude toward Islamic Bank
Attitude is a psychological condition of consumers to evaluate feelings when following certain behaviors (Gopi & Ramayah, 2007;Kaakeh et al., 2019). Attitudes are formed from beliefs that can affect overall consumer intentions (Ajzen, 1991). Behavior intention can reflect two things, namely the intention to behave positively or negatively towards an object (Abou-youssef et al., 2015). The object is a term that has a very broad scope (i.e. products, services, people, financial institutions and brands). The object referred to in this study is the Islamic bank. Specifically, consumer switching behavior occurs if consumers' attitudes are negative towards a service provider. Consumers evaluate based on their beliefs that can determine their attitudes and influence the intention to switch (Nimako et al., 2014;Farah, 2017). For this reason, the hypothesis proposed in this study is: H7: Consumer attitude toward Islamic banks has a significant effect on consumer switching intention to an Islamic bank.

METHODOLOGY
The purpose of this study is to provide further explanation and explore how the antecedents used in this empirical model can influence customer switching intention in Islamic banks. The method used in this study is quantitative research in which data is collected by using a survey with the questionnaire. The location of the study was conducted in central java, Humanities & Social Sciences Reviews eISSN: 2395-6518, Vol 8, No 2, 2020, pp 364-372 https://doi.org/10.18510/hssr.2020.8241 Indonesia. The populations used in this study are customers of conventional banks managed by the government (BUMN), namely Bank Rakyat Indonesia (BRI), Bank Nasional Indonesia (BNI), and Bank Mandiri. Samples were taken by using purposive sampling technique by visiting the bank directly and giving questionnaires directly to customers who were met by 480 respondents.

Descriptive Analysis of Respondent
Data was collected by distributing questionnaires to 480 respondents distributed at three government conventional banks (BUMN). The three banks BUMN are Bank Rakyat Indonesia (BRI), Bank Nasional Indonesia (BNI), and Bank Mandiri, each bank was taken as many as 160 customers as samples. Based on the results of data collection, the characteristics or profile of 480 respondents can be presented in Table 1 below:  Table 2  The reliability test results stated that all constructs used in this study were declared reliable because Cronbach's alpha was more than the 0.7 limits (Table 2).

DISCUSSION / ANALYSIS
In testing the first hypothesis (H1) declared acceptable, it means that consumer trust in Islamic banks can have a positive and significant influence on consumer attitude toward Islamic banks. This means that consumer confidence in Islamic banks can form positive consumer attitudes towards Islamic banks, and the magnitude of the effect of consumer trust on attitudes toward Islamic banks is 0.322 or 32.2%. This result is in line with several previous studies conducted by (Sumaedi et  The third hypothesis testing (H3) is stated accepted, meaning that consumer awareness can be an antecedent for attitude toward Islamic banks that are able to give an effect of 0.304 or 30.4%. This means that, the higher consumer awareness on Islamic banks, the better the attitude of consumers in Islamic banks. The results of this study are in line with several previous studies conducted by (Islam & Rahman, 2017;Kaakeh et al., 2019). And the test results on the fourth hypothesis (H4) prove that consumer awareness can provide a positive and significant influence on consumer switching intention on the Islamic Bank and the amount of influence is 0.229 or 22.9%. This means that the higher consumer awareness of Islamic banks will increase the consumer's intention to move from conventional banks to Islamic banks. The results of this study are the same as some previous studies conducted by ( The results of the fifth hypothesis testing (H5) tested the effect of religiosity on attitude toward Islamic banks, the results were stated that the hypothesis was accepted and the magnitude of the effect was 0.417 or 41.7%. This means that the higher level of consumer religiosity will have an impact on increasing consumer attitude toward Islamic banks. The results of this study are in accordance with several previous studies conducted by (