Behavioral Analysis of Fintech Adoption in Sharia Investment with Artificial Intelligence: Stimulus-Organism-Response Approach


  • Asgar Institut Agama Islam Negeri (IAIN) Bone, Indonesia
  • Hasbi Institut Agama Islam Negeri (IAIN) Bone, Indonesia
  • A. Jaatsiyah Fath Falaq Am Nur Institut Agama Islam Negeri (IAIN) Bone, Indonesia



Artificial intelligence, Fintech, S-O-R


Purpose — Sharia investment is increasingly becoming a choice and priority among Indonesians. This study aims to analyze fintech adoption behavior  in sharia investing with artificial intelligence  using a stimulus-organism-response (S-O-R) approach.This paper contributes or enriches the behavior of fintech  adoption in sharia investing with artificial intelligence which is certainly expected to be a consideration in policy formulation for stakeholders including Islamic financial institutions.

Method — This research is a type of field research using quantitative methods. Data collection using questionnaires conducted online through google form. Analysis with PLS-SEM using Smart-PLS with a sample of 100 respondents spread across several regions in Indonesia. The respondents were determined by the main criteria, namely Muslims aged 24-39 years who represent the millennial generation.

Result — The results showed that security has a positive effect on trust. In addition, perseived intelligence  and  service quality  positively affect attitude,  and trust  and attitude positively affect  the adoption of fintech-AI. However, unlike  perceived usability, perseived intelligence  and service quality  do not significantly affect trust, besides perceived usability and security  do not significantly affect attitude.

Novelty — The use of S-O-R Theory in the context of behavioral analysis  of fintech  adoption in Islamic investing with artificial intelligence has not received enough attention from experts and trust variables  as constructs of organisms have relatively never been tested before.