<![CDATA[Research on Islamic branding and religiosity in decisions to use Islamic banking has yielded varied findings, particularly among university students. This study aimed to analyze the effects of Islamic branding and religiosity on decisions to use Islamic banking products among students of Fakultas Ekonomi dan Bisnis Islam at UIN Sulthan Thaha Saifuddin Jambi. The study employed a quantitative approach with an explanatory survey design involving 88 students from the 2021 cohort. The sample size was determined using Slovin’s formula. Data were collected using a Likert-scale questionnaire and analyzed using partial least squares–structural equation modeling (PLS-SEM) with SmartPLS 4. The analysis showed that, in the tested model, Islamic branding had a positive and significant path coefficient for students’ decisions (β = 0.602; p < .001), as did religiosity (β = 0.390; p < .001). The two variables explained 96.8% of the variance in students’ decisions (R² = 0.968). These findings extend the empirical evidence on the association of Islamic brand identity and religious values with decisions to use Islamic banking products. The practical implication is that Islamic banks need to strengthen brand credibility, product transparency, and communication based on Islamic values. Further research needs to include a broader range of respondents and reassess the discriminant validity of the measurement model.]]>
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