%A NIM.: 20108020134 Hana Yusriya
%O Pembimbing: Farid Hidayat, S.H., M.S.I.
%T PENGARUH LITERASI KEUANGAN SYARIAH, BRAND IMAGE, DAN DIGITAL MARKETING TERHADAP MINAT GENERASI Z DALAM MEMBUKA REKENING TABUNGAN SECARA ONLINE DI BANK MUAMALAT
%X This research aims to determine the influence of sharia financial literacy,brand image, anddigital marketing towards generation z's interest in opening an account online at Bank Muamalat. The population in this study is generation z who live in the Special Region of Yogyakarta. Samples were taken using the technique purposive sampling with the criteria (1) generation z is domiciled in the Special Region of Yogyakarta (Yogyakarta City, Bantul Regency, Gunung Kidul Regency, Sleman Regency, Kulon Progo Regency), (2) generation z is aged 15-26 years, and (3) does not have a savings account Bank Muamalat as many as 163 respondents. Data analysis in this research used SPSS version 25. To strengthen the research results, researchers conducted interviews with 5 sources who were representatives from each city/district in Yogyakarta. The research results show that partially sharia financial literacy,brand image, anddigital marketing has a positive and significant effect on generation z's interest in opening an online savings account at Bank Muamalat.
%K Literasi Keuangan Syariah, Brand Image, Digital Marketing, Minat, Generasi Z, Bank Muamalat
%D 2024
%I UIN SUNAN KALIJAGA YOGYAKARTA
%L digilib64624