<![CDATA[This study examines the influence of Islamic financial literacy, product knowledge, and religiosity on the decision to use Islamic banking services, with trust and brand image as mediating variables. The study was motivated by the low market share of Islamic banking in Indonesia despite the country having the largest Muslim population in the world. This research employed a quantitative approach using explanatory research design. Data were collected through online questionnaires distributed to 251 respondents who had used Islamic banking services in the Greater Jakarta area. The data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4. The findings reveal that Islamic financial literacy, product knowledge, and brand image have a positive and significant effect on the decision to use Islamic banking services. In contrast, religiosity and trust do not significantly influence usage decisions. Furthermore, brand image successfully mediates the relationship between Islamic financial literacy and product knowledge toward the decision to use Islamic banking services, while trust fails to act as a significant mediating variable. These findings indicate that functional and psychological factors, particularly brand image, play a more dominant role than religiosity in influencing the use of Islamic banking services among urban communitiesKeywords : Brand image, Islamic banking, Islamic financial literacy, product knowledge, religiosity.]]>
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