• Hardi Indonesia School of Economics (STIESIA), Surabaya, Indonesia
  • Titik Mildawati Indonesia School of Economics (STIESIA), Surabaya, Indonesia


The availability of sharia financing can be an alternative solution for MSMEs actors in developing their business and is considered more equitable and in accordance with Islamic values. This study has 1) analyze the influence of subjective norms on the intention of MSMEs using sharia financing, 2) analyze the role of trust as a mediation in influencing subjective norms on MSMEs intention using sharia financing, and 3) analyze the role of awareness as a mediation in influencing subjective norms on MSMEs intention using sharia financing. The population and sample are food culinary entrepreneurs in the cities of Pekanbaru, Siak, Bangkinang, and Pangkalan Kerinci, consisted of 100 people. The sampling technique use by accidental sampling method and data analysis using SmartPLS (Partial Least Square) 3.0 software. The finding explains 1) subjective norms have a significant effect on MSMEs intention in using sharia financing, 2) trust acted as a mediation in influencing subjective norms on MSMEs intention in using sharia financing, and 3) awareness acted as a mediation in influencing subjective norms on MSMEs intention in using sharia financing share. In principle, the role of the family is very support of culinary entrepreneurs to use sharia financial needs, especially with goodness and the management system is sharing profits.


Ahmad, A., dan R. Bashir. (2014). An Investigation of Customer’s Awareness Level and Customer’s Service Utilization Decision in Islamic Banking. Pakistan Economic and Social Review, 52(1), 59-74
Ahmad, M., R. Palil, M.M. Isa dan N.H. Dolah. (2015). Knowledge of Islamic banking products among muslim entrepreneurs: proposed theoretical framework, hypotheses development, research design and operational definitions. International Journal of Business, Economics and Law, 6(2), 48-52
Ajzen, Icek. (2015). Consumer attitudes and behavior: The theory of planned behavior applied to food consumption decision. Rivista di Economia, Anno LXX(2), 121-138
Alshebami, A.S., and Khandare, D.M. (2014). Microfinance in Yemen: Challenges and Opportunities. International Journal in Management and Social Sciences, 2(12), 400-413
Amin, H., Rahman, A.R.B., Sondoh, S.L., and Hwa, A.M.C. (2011). Determinants of Customers’ Intention to Use Islamic Personal Financing: the Case of Malaysian Islamic Banks. Journal of Islamic Accounting and Business Research, 2(1), 22-42
Angko, William. (2013). Social Protection and the Demand for Private Insurance in Ghana. Research Journal of Finance and Accounting, 4(13), 130-145
Antara, P.M., Musa, R., and Hassan, F. (2016). Bridging Islamic Financial Literacy and Halal Literacy: The Way Forward in Halal Ecosystem. Procedia Economics and Finance, 37, 196-202
Arizal, N., dan A.Suci. (2016). Model of Building Micro and Small Enterprise’s (MSE) Trust on Baitul Maal Wat Tamwil in Indonesia. 13th Annual World Congress of the Academy for Global Business Advancement (AGBA), 13(1)
Ashraf, S., Y. Sekhon, dan J. Robson. (2015). Consumer trust and confidence in the compliance of Islamic banks. Journal of Financial Services Marketing, 20(2), 133-144
Awan, H.M., and Bukhari, K.S. (2011). Customer’s Criteria for Selecting an Islamic Bank: Evidence from Pakistan. Journal of Islamic Marketing, 2(1), 14-27
Azizi, Shahriar. (2014). A model of factors affecting foreign brand trust. Journal of Competitiveness, 6(3), 20-31
Bagozzi, Richard P. (1992). The self-regulation attitudes, intentios, and behavior. Social Psychology Qauterly, 55(2), 178-204
Berger, A.N., and Udell, G.F. (2002). Small business credit availability and relationship lending: The importance of bank organizational structure. The Economic Journal, 112, 32-53
Bertens, K. (2000). Etika Bisnis. Yogyakarta: Kanisius
Bizri, Rima. M. (2013). A study of Islamic banks in the non-GCC MENA region: evidence from Lebanon. International Journal of Bank Marketing, 32(2), 130-149
Bodibe, S., N. Chiliya, dan C.T. Chikandiwa. (2016). The factors affecting customers’ decisions to adopt Islamic banking. Bank and Bank Systems, 11(4), 144-151
Chaouch, Naoel. (2017). An exploratory study of Tunisian customer’s awareness and perception of Islamic banks. International Journal of Islamic Economics and Finance Studies, 3(2), 7-32
Ferdinand. A. 2014. Metode Penelitian Manajemen. Edisi 5. UNDIP Press. Semarang.
Fishbein, M. dan Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: an Introduction to Theory and Research. Addison Wesley, Reading, MA
Gait, A., and Worthington, A. (2008). An Empirical survey of Individual Consumer, Business Firm and Financial Institution Attitudes towards Islamic Methods of Finance. International Journal of Social Economics, 35(11), 783-808
Ghozali, I. dan H. Latan. 2015. Partial Least Squares, konsep, teknik dan aplikasi menggunakan program Smartpls 3.0 untuk penelitian empiris. Edisi 1. Badan Penerbit UNDIP. Semarang.
Hair. J. F, W.C. Black, B.J. Babin, dan R.E. Anderson. 2010. Multivariate data analysis. 7th ed. Pearson Prentice Hall. New Jersey.
Hakanen, M., L. Kossou, dan T. Takala. (2016). Building interpersonal trust in business networks: enablers and roadblocks. Journal of Business Models, 4(1), 45-62
Heffernan, T., G. O’Neill, T. Travaglione, dan M. Droulers. (2008). The impact of emotional intelligence and trust on bank performance. International Journal of Bank Marketing, 26(3), 183-199
Husin, M.Md. dan A. Ab. Rahman. (2012). What drives consumers to participate into family takaful schemes? A literature review. Journal of Islamic Marketing, 4(3), 264-280
Kansra, P. dan G. Pathania. (2012). A Study of Factor Affecting the Demand for Health Insurance in Punjab. Journal of Management and Sciences, 2(4), 1-10
Kapriani, M., Zain, Y., Lewangka, O., and Fattah, S. (2014). The Influence of Religious Values, Social Factor and Service Quality in Individual Customer Decision Using Murabahah Financial on Islamic Banks, Indonesia. International Journal of Scientific and Technology Research, 3(2), 211-214.
Karim, R.A.A. (1995). The Impact of Basle Capital Adequacy Ratio Regulation on the Financial and Marketing Strategy of Islamic Banks. Proceeding of the 9th Expert Level Conference on Islamic Banking, Jakarta, 7-8 April 1995, sponsored by Bank Indonesia and International Association of Islamic Banks
Koe, W.L., and Rahman, N.Z.A. (2015). The Use of Ar-Rahnu by Islamic Bank Customer in Malaysia. Proceedings of the International Conference of Science, Technology and Social Sciences, 11-18, Springer Science and Business Singapore
Kontot, K., Harnali, J., and Abdullah, F. (2016). Determining Factors of Customers’ Preferences: A Case of Deposit Products in Islamic Banking. Procedia Social and Behavioral Sciences, 224, 167-175
Kuang Chi, D.H., dan Yeh, D.D.H.R. (2009). The impact of brand awareness on consumer purchase intention. The Journal of International Management Studies, 135-144
Lin, L.Y., and Chen, C.S. (2006). The influence of country-of-origin image, product knowledge and product involvement on consumer purchase decisions: an empirical study of insurance and catering services in Taiwan. Journal of Consumer Marketing, 23(5), 248-265
Mamman, M., dan A.F. Ogunbado. (2016). The moderating role of religiosity on the relationship between customer attitudes and intentions to adopt Islamic banking in Nigeria. Asian Journal of Multidisciplinary Studies, 4(6), 8-12
Md-Nor, K., A. Shana, dan Pearson. (2008). Internet banking acceptance in Malaysia based on theory of reasoned action. Journal of Information System and Technology Management, 5(1), 3-14
Meenu. (2015). From Traditional Financing to Micro Financing: Theory, Experience and Practice with Special Reference to India. Journal of Research in Business, Economics and Management, 2(1), 46-55
Moga, L.M., K. Md Nor, M. Neculita, dan N. Khani. (2012). Trust and security in e-banking adoption in Romania. Communications of the IBIMA, article ID 582012, 1-10
Morgan, R.M., dan Hunt, S.D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38
Nahapiet, J., and S. Ghosal. (1998). Social Capital, Intellectual Capital, and the Organizational Advantage. The Academy of Management Review, 23(2), 242-266
Naser, K., dan Moutinho, L. (1997). Strategis marketing management: the case of Islamic Banks. International Journal of Bank Marketing, 15(6), 187-203
OJK (Otoritas Jasa Keuangan). (2015). Buku Statistik Lembaga Pembiayaan. Accessed from
Putnam, R.D. (1993). The Prosperous Community: Social Capital and Public Life. The American Prospect, 4
Putnam, R.D. (1995). Bowling Alone: America’s Declining Social Capital. Journal of Democracy, 6
Rahim, S.H.A., Rashid, R. Ab., and Hamed, A.B. (2016). Factor Analysis of Islamic Financial Literacy and Its Determinants: A Pilot Study. The European Proceedings of Social Behavioral Sciences, 413-418
Rehman, A., dan M.S. Shabbir (2010). The relationship between religiosity and new product adoption. Journal of Islamic Marketing, 1(1), 63-69
Rockute, K., I. Minelgaite, L.Z. Jakste, dan R. Damasevicisu. (2018). Brand awareness in the context of mistrust: the case study of an employment agency. Sustainability, 10 (695), 1-13
Schiffman, L. dan L.L. Kanuk. (2008). Jakarta: Perilaku Konsumen. Indeks
Shimp, T. (2010). Integrated marketing communications in advertising and promotion. South Western: CENCAGE Learning
Usman, H. (2015). Customer Trust on Islamic Banks in Indonesia. Journal of Asian Finance, Economics and Business, 2(1), 5-13
Vayanos, P., Haimari, G., Golder, D.P.T, dan Wackerbeck, D.P. (2008). Competing successfully in Islamic banking. Booz & Company, 1-13
Wahyuni, S. (2012). Moslem community behavior in the conduct of Islamic bank: the moderation role of knowledge and pricing. Proceedia – Social and Behavioral Sciences, 290-298
Zakaria, Z., N.M. Azmi, N.F.H.H.N. Hassan, et al. (2016). The Intention to Purchase Life Insurance: A Case Study of Staff in Public Universities. Procedia Economics and Finance, 37, 358-365
Zauro, N.A., Saad, R.A.J., and Sawandi, N. (2016). Determinants of qardhul hassan financing acceptance in Nigeria. The European Proceedings of Social & Behavioral Sciences, 775-781.




How to Cite

Hardi, H., & Mildawati, T. (2022). THE MEDIATION ROLE OF TRUST AND AWARENESS IN INFLUENCING SUBJECTIVE NORMS ON INTENTION IN USING SHARIA FINANCING. International Conference of Business and Social Sciences, 2(1), 1363–1376. Retrieved from