<![CDATA[Purpose – This study investigates the effects of psychological, social, and marketing mix factors on customer interest in Bank Syariah Indonesia’s gold installment product.Methodology – This study employs a quantitative research approach using survey data collected from 180 existing and potential customers of Bank Syariah Indonesia in Bogor Regency, Indonesia. Data were gathered through structured questionnaires and analyzed using Structural Equation Modeling (SEM) with AMOS version 25 to examine the relationships among the studied variables.Findings – The findings of this study indicate that psychological, social, and marketing mix factors have a positive and significant effect on customer interest in BSI’s gold installment product. Among these variables, the marketing mix emerged as the most dominant factor influencing customer interest, followed by psychological and social factors.Implications – These results suggest that service quality, promotional strategies, and product accessibility are crucial in shaping customer interest in Sharia-compliant gold investment products. This research is useful for improving marketing strategies and service quality at Bank Syariah Indonesia and contributes empirical evidence to the literature on Islamic banking in Indonesia.Originality – This study uniquely applies SEM-AMOS to examine psychological, social, and marketing factors simultaneously, a rare approach in Islamic banking research in Indonesia, particularly in Bogor.]]>
