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DETERMINAN NIAT GENERASI Z MEMBELI RUMAH PRIBADI DENGAN PEMBIAYAAN KPR DI BANK SYARIAH INDONESIA
This study aims to analyze the influence of the variables attitude, subjective norm, perceived behavioral control, religiosity, and brand image on Generation Z's intention to purchase personal homes through Bank BSI's KPR financing. Utilizing a quantitative approach with multiple linear regression methods, this research involved 100 Generation Z respondents with independent incomes residing in Java and customers of Bank BSI. Data were collected through an online questionnaire and processed using IBM SPSS 25. The analysis results indicate that the variables of attitude and perceived behavioral control have a significant effect on the intention to purchase a KPR from Bank BSI, while the variables of subjective norm, religiosity, and brand image do not have a significant impact. These findings provide important insights for the bank's marketing strategies to attract Generation Z's interest in Bank BSI's KPR products.
FAKULTAS EKONOMI DAN BISNIS ISLAM, UIN SUNAN KALIJAGA YOGYAKARTA
DETERMINAN NIAT GENERASI Z MEMBELI RUMAH PRIBADI DENGAN PEMBIAYAAN KPR DI BANK SYARIAH INDONESIA (Text)
DETERMINAN NIAT GENERASI Z MEMBELI RUMAH PRIBADI DENGAN PEMBIAYAAN KPR DI BANK SYARIAH INDONESIA (Other)
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