Research on underlying behavior of both current and prospective consumer within
banking industry is an important issue. The choice of consumer in selecting banking
institution not only determined by economical factors but also may influence noneconomic
factors, such as their attitude and beliefs. This article was based on the research
conducted to identify factors that could differentiate consumers’ choice on selecting
banking services; between conventional and syaria banks. The sample of this study was
divided into four groups; syaria customer, conventional bank’s customer, customer of
both syaria and conventional banks, and non-consumer neither syaria nor conventional
banks. The sample was selected by using convenience sampling technique located in
municipalities and regencies where there exist both syaria and conventional banks
offices. The respondent of the study varies based on their demography characteristics
which consist of 310 repondents. The data was analysed by utilizing descriptive approach
and crosstab analysis. Further, in order to determine the dimension of factors underlying
the buying decision of customer in selecting the banks, this study employs factor
analysis. The result of factor anlysis indicates that there exist differences in the dimension
underlying their decision in selecting banks. In case of syaria bank, there are several
dimensions, namely; perception, personnal selling, family, cost and benefit, religion and
beliefs. Meanwhile for conventional bank such underlying dimension influenced by;
rational motivation, cost and benefit, family, promotional activities, and life style. Further
analysis through crosstab analysis, there exist several relationships between several
dimensions utilized in the study. Such relationship has been found between the age,
income, educational level, occupation and the banking type that the respondent selects.
The research also found that there is no relationship between repondent’s perception on
interest and the type of bank that they choose. In other word, the majority of respondent
of this study did not agree with the interest principle but they still choose to deal with
banking institution based on their economic rationale.

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