INTENSI GENERASI Z MENJADI NASABAH BANK SYARIAH INDONESIA (STUDI KASUS DI YOGYAKARTA)

Sholikhah Ratna Dewi, NIM.: 23208011016 (2025) INTENSI GENERASI Z MENJADI NASABAH BANK SYARIAH INDONESIA (STUDI KASUS DI YOGYAKARTA). Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study aims to analyze various factors that influence Generation Z's intention to become a customer of Bank Syariah Indonesia (BSI) in the Yogyakarta region. The theory used is the Theory of Planned Behavior (TPB) which includes three main variables, namely attitudes towards behavior, subjective norms, and perceived control behavior. This approach is then expanded by the addition of three other variables: digital marketing, brand image, and electronic word of mouth (e-WOM). This study uses a quantitative approach through a survey method, the sample uses Non-Probability Sampling with an instrument in the form of a questionnaire. The research respondents numbered 407 respondents from among Generation Z domiciled in Yogyakarta. The collected data were analyzed using multiple linear regression techniques with the help of SPSS software version 22. The research findings show that the variables attitudes towards behavior, subjective norms, perceived control behavior, digital marketing, brand image, and e-WOM have a positive and significant influence on Generation Z's intention to become a customer of BSI. This indicates that Generation Z's intention to use BSI services is more influenced by positive attitudes, social pressure, and external digital-based factors, compared to their perception of personal abilities. This research provides practical contributions to BSI and other Islamic financial institutions in designing more relevant communication and marketing strategies for the younger generation. Furthermore, the results can serve as a reference for further research on Islamic consumer behavior in a digital context.

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