The Influence of Sharia Financial Literacy, Digital Marketing, Brand Image, and Word of Mouth on Generation Z'S Interest in Islamic Banking

Muhammad Chassin Akmalana; Alex Fahrur Riza

Authors

Muhammad Chassin Akmalana Sunan Kalijaga State Islamic University
Alex Fahrur Riza

Keywords:

Sharia Financial Literacy, Digital Marketing, Brand Image, Word of Mouth, Interest, Generation Z, Islamic Banking., Sharia Financial Literacy, Digital Marketing, Brand Image, Word of Mouth, Interest, Generation Z, Islamic Banking.

Abstract

Purpose: Put This study aims to explain the influence of Islamic financial literacy, digital marketing, brand image, and word of mouth on Generation Z's interest in Islamic banking.

Design/methodology/approach: The research employs a total sampling method with 107 respondents. Data was gathered through questionnaires using a Likert scale and analyzed using SPSS version 25.

Findings: The findings indicate that Islamic financial literacy does not significantly impact interest. Meanwhile, digital marketing, brand image, and word of mouth have a positive and significant influence on interest.

Theoretical Contribution/Originality: This research provides new insights into the factors influencing interest in Islamic banking, particularly among Generation Z.

Research limitation and implication: Limitations of this study include the small sample size and the poorly distributed respondents, suggesting that future research should include more respondents and a more evenly distributed sample.

Keywords: Sharia Financial Literacy, Digital Marketing, Brand Image, Word of Mouth, Interest, Generation Z, Sharia Banking.

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