<![CDATA[This study examined whether Islamic financial literacy, religiosity, and Islamic branding explained decisions to use Islamic banking services among residents of Jorong Tanjung Durian, West Pasaman. A quantitative cross-sectional survey was conducted using a five-point Likert questionnaire, and 64 purposively selected residents who used Islamic banking services were analyzed with multiple linear regression in SPSS. All instruments met the validity criterion at the 5% level and demonstrated high reliability. Islamic financial literacy (B = 0.212, p = 0.002), religiosity (B = 0.391, p < 0.001), and Islamic branding (B = 0.366, p < 0.001) each showed positive and significant associations with usage decisions. The model was significant (F = 33.081, p < 0.001) and explained 86.9% of the observed variance (R² = 0.869). Religiosity had the largest standardized coefficient (β = 0.614), followed by Islamic branding (β = 0.476) and financial literacy (β = 0.258). The findings supported an integrated cognitive-value-signal explanation of Islamic banking usage decisions while remaining specific to the sampled community.]]>
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