Abstract
The growth of Islamic bank assets in North Sulawesi in December 2020 reached 23.44%, even though the non-Muslim population reached 61.53%. One Islamic Bank, Manado branch, has more non-Muslim customers than Muslim customers, so it is interesting to research. This research aims to reveal the factors that influence their decision to become customers of Islamic banks. The data collection methods used in this study were observation, interviews, and documentation to fourteen people consisting of non-Muslim customers of Bank Muamalat Indonesia and Bank Syariah Indonesia Manado Branch. The analysis technique is through reduction and presentation of data to determine conclusions. The results of the study found. They become customers of Islamic banks because of the service, price/cost, product, facilities, references, and benefits. This research can be used as evaluation material and input for the Islamic banking industry.
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