<![CDATA[The growth of the Islamic finance industry has not been fully matched by an increase in the uptake of Sharia financing products, primarily due to limited public understanding, access, and trust. This study aims to analyze the influence of Islamic marketing, service quality, and Sharia values on the decision to choose Sharia financing, both directly and through the mediating role of brand image. A quantitative approach with an explanatory design was employed, surveying 300 members of the general public and MSME operators in Banyuwangi Regency who had experience with Sharia financing services. Respondents were selected via purposive sampling; data were collected using Likert-scale questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 3.0. The results indicate that Islamic marketing and brand image have a positive and significant influence on the decision to choose Sharia financing, whereas service quality and Sharia values did not demonstrate a significant direct influence. Brand image mediates the positive effects of Islamic marketing and Sharia values, as well as the negative effect of service quality, on the decision-making process. These findings confirm that an institution's image serves as an evaluative mechanism that translates marketing communications, service experiences, and the application of Sharia principles into financing decisions. Sharia financing institutions need to strengthen their reputations through contract transparency, service consistency, and the substantive application of Sharia values.]]>
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