Based on the result of population census in 2010, 87,6% of Indonesian citizen are Muslims, this becomes a promising potential for sharia banks in Indonesia to find customers. According to the data published by Financial Services Authority, the development of sharia banks’ assets for the past eight years has improved, this means that there are more Indonesian citizens who believe in sharia banks as a financial institution in Indonesia, therefore this research aims to analyze the influence of profit sharing, service quality, reference group and the motivation on the decision to become sharia bank customers. The sample was collected using purposive sampling technique with as many as 100 respondents using the following criteria; customers who save their money in their checking accounts, saving accounts, or deposits. The data was collected using survey method in a form of questionnaire. The Partial Least Squares (PLS) analysis result shows that the profit sharing, service quality and motivation variables have positive and significant influence on the decision to be sharia bank customers; meanwhile the reference group variable has negative and significant influence on the decision to be sharia banks customers.