The purpose of this study is to determine the relationship of financial literacy, perceived risk, religion, service quality, and bank's reputation on the preference of using Islamic banking products among Muslim customers in Malaysia, by examining the extent to which the aforementioned factors influence Muslim customers' banking behaviour. This is due to the Muslim made up only 40% of Islamic banking customers in Malaysia compared to 60% of non-Muslim customers. An intriguing fact that raises issues on the preference and buying behaviour of Muslims towards Islamic banking products and services. Therefore, a questionnaire survey method was implemented and responses from 150 population samples were examined using regression techniques to determine the relationship between independent and dependent variables. The findings suggest that, among the five factors investigated, only religion and service quality positively influenced Muslim customers' preference in using Islamic banking products in Malaysia. The significance of this study is that it contributes to the theoretical and managerial understanding of customer preferences in banking, which is useful for policymakers in developing marketing and operational policies that meet customer preferences to retain the existing customers and attract potential customers, thereby assisting in the sustainability of Islamic banking.