PENGARUH PERSEPSI KEMUDAHAN DAN FITUR LAYANAN ISLAMI TERHADAP KEPUTUSAN NASABAH MENGGUNAKAN APLIKASI MUAMALAT DIN BANK MUAMALAT CABANG GENTENG

This study aims to analyze the influence of the perception of Islamic service convenience and features on customer decisions in using the Muamalat DIN application at Bank Muamalat Genteng Branch. The background of this research is based on the development of digital technology that encourages Islamic banking to innovate in providing services that suit the needs of modern customers, while maintaining sharia values
This study uses a quantitative approach with a survey method through the distribution of questionnaires to 80 active customers who use the Muamalat DIN application. The data analysis technique used is multiple linear regression with the help of SPSS software version 29.0.2.0. The variables studied included the perception of convenience (X1), Islamic service features (X2), and customer decisions (Y).
The results of the study show that partially or simultaneously, the perception of convenience and features of Islamic services has a significant effect on customer decisions in using the Muamalat DIN application. The perception of ease includes aspects of ease of use, clarity of the system, and convenience. Meanwhile, Islamic service features include features such as zakat calculators, prayer schedules, and usury- free services that are the main attraction for Muslim customers.
This research implies that the success of Islamic banking applications is not only determined by technological sophistication, but also by the conformity of values carried out with Islamic principles. Therefore, the development of sharia-based digital financial applications needs to continue to be improved both from a technical and spiritual perspective.