<![CDATA[This study aims to analyze the level of importance-performance, and influence of the value proposition indicators on investment decisions in Retail Sukuk by integrating two analytical frameworks. The first is the Importance-Performance Analysis assessed through descriptive statistics, and the second is the Theory of Planned Behavior, tested using inferential statistical analysis via Smart PLS version 4.0. Based on responses from 152 deposit holders residing in Jakarta, the findings reveal that four indicators shaping behavioral attitudes significantly influence investment intentions. Among these, state guarantees and competitive coupon rates must be maintained as core value propositions; support for government programs shows potential to become a key value; while the fixed coupon rate does not require emphasis. Additionally, four indicators influencing perceived behavioral control also demonstrate a positive effect on intention. Affordable investment thresholds and ease of access to purchasing must be sustained as key strengths; short tenor does not necessitate enhancement; and information regarding issuance should become a primary area for improvement. Practically, these findings suggest that issuers must improve communication strategies and explore opportunities to offer more competitive coupon rates for Retail Sukuk. Theoretically, the combination frameworks proves to be a relevant and effective approach, yielding valuable empirical insights for researchers.]]>
