Islamic banking is one of the support services industry in the development of the mainstay industries in an effective, efficient, integrated and comprehensive which is expected to contribute to the economic development of the region, particularly the economic activity in the wetland environment. This study aims to identify the segment of Islamic banking market, confirming the factors underlying the community satisfaction and loyalty, as well as to determine the model of Islamic banking product innovation based on value. The research samples are 309 respondents in the area of Banjarmasin City and Banjar Regency. The research method is explanatory survey. The analysis tool used is a Factor Analysis and SEM-PLS. The results showed that the target market segments are loyal Muslim community and the people who are categorized as a floating market. Factors that predicted influence satisfaction and loyalty is a quality-based services CARTER item (Empathy and Responsiveness) and the quality of the value proposition. The quality of service based on the environmental value of wetlands is predicted to directly affect the effective loyalty but does not directly affect loyalty through satisfaction. Keywords: product innovation, value, economic development, wetland environment