HARNESSING ARTIFICIAL INTELLIGENCE TO STRENGTHEN CUSTOMER TRUST AND ISLAMIC VALUES FOR SUSTAINABLE REPURCHASE BEHAVIOR IN SHARIA BANKING
Abstract
This study aims to examine the influence of AI-based service personalization and halal labeling on customers’ purchase intention, with customer trust as a moderating variable, in the context of Islamic banking in Tuban, Indonesia. This research employs a quantitative method. The study population consists of customers of Bank Syariah Indonesia (BSI) and BRI Syariah, with a total of 130 respondents obtained through accidental sampling. Data were collected using questionnaires and analyzed with Structural Equation Modeling (SEM) using the Partial Least Square (PLS) approach. The findings reveal that AI personalization has a positive effect on customer trust, and customer trust positively affects purchase intention. Moreover, customer trust is proven to moderate the relationship between AI personalization and purchase intention. However, halal labeling does not significantly influence purchase intention, as it is perceived as a standard attribute inherently attached to every Islamic banking product. This study concludes that, in the context of Islamic banking, purchase intention is more strongly shaped by customer trust and AI-based personalized services rather than halal labeling.
References
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Zaen, M. Z. A. (2023). Pengaruh label halal, kualitas layanan online, dan harga terhadap pembelian di Go Food. Journal of Halal Industry Studies, 2(2), 77–86. https://doi.org/10.53088/jhis.v2i2.756
Amil, Y. (2024). The Impact of AI-Driven Personalization Tools on Privacy Concerns and Consumer Trust in E-commerce. Matheo, 1(1), 1–68.
Bhattacharya, S., Sharma, R. P., & Gupta, A. (2023). Does e-retailer’s country of origin influence consumer privacy, trust and purchase intention? Journal of Consumer Marketing, 40(2), 248–259. https://doi.org/10.1108/JCM-04-2021-4611
Chandrruangphen, E., Assarut, N., & Sinthupinyo, S. (2022). The effects of live streaming attributes on consumer trust and shopping intentions for fashion clothing. Cogent Business and Management, 9(1). https://doi.org/10.1080/23311975.2022.2034238
Hajian, A., Sadeghi, R., Prybutok, V. R., & Koh, C. E. (2024). Increasing trust and value of mobile advertising in retailing: A survey design, machine learning approach, and blockchain in the trust path. Journal of Retailing and Consumer Services, 79(March). https://doi.org/10.1016/j.jretconser.2024.103794
Hidayat, K., & Idrus, M. I. (2023). The effect of relationship marketing towards switching barrier, customer satisfaction, and customer trust on bank customers. Journal of Innovation and Entrepreneurship, 12(1). https://doi.org/10.1186/s13731-023-00270-7
Istiqomah, N. H., & Rohim, A. M. (2022). Repurchase Intention of Total Detergent: Halal Label and Brand Image. Annals of Management and Organization Research, 3(3), 207–219. https://doi.org/10.35912/amor.v3i3.1363
John, J. K., Qiu, X., & Kilumile, J. W. (2024). Harnessing Swift Guanxi in SMEs: Exploring Trust and Purchase Intention on Social Commerce Platforms. In Journal of Theoretical and Applied …. mdpi.com. https://www.mdpi.com/0718-1876/19/4/153
Mamatha Adinarayana Swamy. (2025). AI in Financial Services: Revolutionizing Personalized Banking and Customer Experience. Journal of Computer Science and Technology Studies, 7(5), 688–694. https://doi.org/10.32996/jcsts.2025.7.5.76
Manalu, L. D. U., Hermadi, I., & Ratono, J. (2020). Studying the determinants of intention to use tokopedia for smes agribusiness products purchase. Indonesian Journal of …. https://journal.ipb.ac.id/index.php/ijbe/article/view/27421
Nnenna Ijeoma Okeke, Olufunke Anne Alabi, Abbey Ngochindo Igwe, Onyeka Chrisanctus Ofodile, & Chikezie Paul-Mikki Ewim. (2024). AI-driven personalization framework for SMES: Revolutionizing customer engagement and retention. World Journal of Advanced Research and Reviews, 24(1), 2019–2035. https://doi.org/10.30574/wjarr.2024.24.1.3208
Nurfitri, Y., Lidyah, R., & Cahaya, P. A. (2024). The Influence of Sharia Financial Literacy and the Use of Digital Finance on Financial Inclusion with Financial Behavior as an Intervening Variable in Halal …. In Proceedings of International Seminar on Social ….
Pop, R. A., Săplăcan, Z., Dabija, D. C., & Alt, M. A. (2022). The impact of social media influencers on travel decisions: the role of trust in consumer decision journey. Current Issues in Tourism, 25(5), 823–843. https://doi.org/10.1080/13683500.2021.1895729
Potla, R. T., Teja, R., & Pottla, V. K. (2024). AI-Powered Personalization in Salesforce: Enhancing Customer Engagement through Machine Learning Models. Article in International Journal of Scientific Research and Management, January. https://doi.org/10.18535/ijsrm/v12i08.ec06
Qudus, N., Apriyani, D., Prastiyanto, D., Handayani, S., Sumbodo, W., & Afidah, A. D. (2024). Quality Education Development: The Role of Teacher Competence in Achieving Integrity Zone and Excellent Services for Students. 5th Vocational Education International Conference, Veic 2023, 934–939. https://doi.org/10.2991/978-2-38476-198-2_130
Rahman, M. K., Rana, M. S., Ismail, M. N., Muhammad, M. Z., Hoque, M. N., & Jalil, M. A. (2022). Does the perception of halal tourism destination matter for non-Muslim tourists’ WOM? The moderating role of religious faith. International Journal of Tourism Cities, 8(2), 478–496. https://doi.org/10.1108/IJTC-12-2019-0207
Ratnasari, R. T., Gunawan, S., Mawardi, I., & Kirana, K. C. (2020). Emotional experience on behavioral intention for halal tourism. Journal of Islamic Marketing, 12(4), 864–881. https://doi.org/10.1108/JIMA-12-2019-0256
Sheth, J. N., Jain, V., Roy, G., & Chakraborty, A. (2022). AI-driven banking services: the next frontier for a personalised experience in the emerging market. International Journal of Bank Marketing, 40(6), 1248–1271. https://doi.org/10.1108/IJBM-09-2021-0449
Sipos, D. (2025). The Effects of AI-Powered Personalization on Consumer Trust, Satisfaction, and Purchase Intent. European Journal of Applied Science, Engineering and Technology, 3(2), 14–24. https://doi.org/10.59324/ejaset.2025.3(2).02
Soeta, R., Sembel, R., & Malau, M. (2023). The effect of social influence and platform reputation toward trust, investment intention, and actual investment on SMEs with peer-to-peer lending platform. KEYNESIA International Journal …. http://repository.uki.ac.id/id/eprint/11676
Sugandini, D., Susilowati, C., Siswanti, Y., & ... (2020). Green supply management and green marketing strategy on green purchase intention: SMEs cases. Journal of Industrial …. https://www.econstor.eu/handle/10419/261708
Wijekoon, R., & Sabri, M. F. (2021). Determinants that influence green product purchase intention and behavior: A literature review and guiding framework. Sustainability. https://www.mdpi.com/2071-1050/13/11/6219
Zaen, M. Z. A. (2023). Pengaruh label halal, kualitas layanan online, dan harga terhadap pembelian di Go Food. Journal of Halal Industry Studies, 2(2), 77–86. https://doi.org/10.53088/jhis.v2i2.756
Published
2025-10-15
How to Cite
ISTIQOMAH, Nur Hidayatul; FU’AD, Moch. Syifaul; ZAKIYYAH, Wafa Rizquna.
HARNESSING ARTIFICIAL INTELLIGENCE TO STRENGTHEN CUSTOMER TRUST AND ISLAMIC VALUES FOR SUSTAINABLE REPURCHASE BEHAVIOR IN SHARIA BANKING.
Proceedings of the International Conference of Islamic Economics and Business (ICONIES), [S.l.], v. 11, n. 1, p. 803-814, oct. 2025.
ISSN 2541-3333.
Available at: <https://conferences.uin-malang.ac.id/index.php/iconies/article/view/3471>. Date accessed: 01 apr. 2026.
Section
Articles
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
