PREFERENSI GEN Z SEBAGAI DETERMINAN MEMILIH BANK SYARIAH INDONESIA KOTA MATARAM

Muhammad Rahmatul Burhan, Sterinalita Costiana, Delvi Cahaya Liantri

Abstract


Perbankan syariah di Indonesia menghadapi tantangan dalam menarik nasabah, khususnya Generasi Z, meskipun mayoritas penduduk Indonesia beragama Islam. Penelitian ini mengkaji pengaruh reputasi perusahaan, inovasi produk, dan iklan digital terhadap pilihan menabung Generasi Z di Bank Syariah Indonesia (BSI) Kota Mataram. Penelitian menggunakan metode kuantitatif dengan 143 responden Generasi Z yang merupakan nasabah BSI, dipilih melalui simple random sampling menggunakan rumus Lemeshow. Pengumpulan data menggunakan kuesioner dengan skala Likert, dianalisis melalui analisis deskriptif dan regresi linear berganda. Hasil penelitian menunjukkan bahwa inovasi produk dan iklan digital memiliki pengaruh positif dan signifikan terhadap keputusan menabung, dengan koefisien masing-masing 2,343 dan 4,340. Namun, reputasi perusahaan tidak menunjukkan pengaruh signifikan secara parsial. Secara simultan, ketiga variabel menjelaskan 60% varians keputusan menabung (adjusted R² = 0,600). Penelitian menyimpulkan bahwa Generasi Z lebih responsif terhadap aspek tangible seperti fitur produk inovatif dan komunikasi pemasaran digital dibandingkan reputasi perusahaan. BSI perlu memprioritaskan pengembangan fitur teknologi yang user-friendly dan mengintensifkan strategi iklan digital melalui konten media sosial yang engaging untuk menarik nasabah Generasi Z dan memperkuat sektor perbankan syariah. 


Keywords


Reputasi perusahaan, Inovasi produk, Iklan digital, Generasi Z, Perbankan syariah, Keputusan menabung.

Full Text:

PDF

References


Aaker, D. A., & Biel, A. L. (2009). BRAND EQUITY & ADVERTISING Advertising’s Role in Building Strong Brands. Psychology Press.

Amelia, S., & Aisyah, M. (2024). Factors Influencing Generation Z’s Purchasing Intention In BSI Mobile Gold Installments. JPS (Jurnal Perbankan Syariah), 5(2), 354–369. https://doi.org/10.46367/JPS.V5I2.2056

Aulet, B. (2013). Innovation Driven Entrepreneurship: 24 Steps to Help Entrepreneurs Launch Successful New Ventures. John Wiley & Sons.

Ayusaleha, A., & Laila, N. (2022). Diversifikasi, Bank Karakteristik, dan Profitabilitas Bank Umum Syariah di Indonesia. Jurnal Ekonomi Syariah Teori Dan Terapan, 9(3), 299–309. https://doi.org/10.20473/vol9iss20223pp299-309

Babbie, E. R. (2016). The Practice of Social Research. Cengage Learning.

Bravo, R., Montaner, T., & Pina, J. M. (2012). Corporate brand image of financial institutions: a consumer approach. Journal of Product & Brand Management, 21(4), 232–245. https://doi.org/10.1108/10610421211246649

Burhan, M. R., & Ali, M. (2020). Service Innovation Pada Hotel Santika Mataram. JMM UNRAM-Master Of Management Journal, 9(3), 220–229. https://doi.org/10.29303/jmm.v9i3.557

Burhan, M. R., Sari, S. L., & Jumadinata, M. R. (2024). Aktivitas Branding dengan Triple Bottom Line: Analisis Program Corporate Social Responsibility (CSR) Hotel Santika Mataram. JOURNAL of APPLIED BUSINESS and BANKING (JABB), 5(1), 85. https://doi.org/10.31764/jabb.v5i1.23046

Cooper, D. R. ., & Schindler, P. S. . (2003). Business research methods. Irwin/McGraw-Hill.

Dirayati, J. A., Putri, L. I., Zidhan, R. E., & Arthaditama, I. (2025). The Influence Of Social Media On Generation Z Consumption Patterns In Indonesia. Interkoneksi: Journal of Computer Science and Digital Business, 3(1), 26–30. https://doi.org/10.61166/INTERKONEKSI.V3I1.33

Efdison, Z. (2023). BAURAN PEMASARAN DALAM MENARIK MINAT NASABAH MENGGUNAKAN PRODUK PT. BANK RAKYAT INDONESIA DI KOTA SUNGAI PENUH. E-Journal Al-Dzahab, 4(2), 143–154. https://doi.org/https://doi.org/10.32939/dhb.v4i2.2890

Fitriah, Y. N., & Garbo, A. (2024). Factors influencing the decision to use BSI Mobile Banking among Gen Z and Millennials in Yogyakarta, Indonesia. Journal of Islamic Economics Lariba, 10(2), 1143–1168. https://doi.org/10.20885/JIELARIBA.VOL10.ISS2.ART26

Hadratullah, & Hidayati, R. (2024). The Influence of Innovation, Network, and Technology on Customer Switching to Bank Syariah Indonesia. Indonesian Journal of Islamic Economics and Finance, 4(2), 409–422. https://doi.org/10.37680/IJIEF.V4I2.5793

Harrison, Shirley. (2000). Public Relations: An Introduction. Cengage Learning.

Hotkar, P., Garg, R., & Sussman, K. (2023). Strategic social media marketing: An empirical analysis of sequential advertising. Production and Operations Management, 32(12), 4005–4020. https://doi.org/10.1111/poms.14075

Ikhwan, D. A., Adha, M. A., & Pambudi, D. S. (2024). Religiosity, Digital Marketing And Decision To Become A Bank Syariah Indonesia Customer: Motivation As Moderation. IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita, 13(2), 163–181. https://doi.org/10.46367/IQTISHADUNA.V13I2.1964

Jin, K., Zhong, Z. Z., & Zhao, E. Y. (2024). Sustainable Digital Marketing Under Big Data: An AI Random Forest Model Approach. IEEE Transactions on Engineering Management, 71, 3566–3579. https://doi.org/10.1109/TEM.2023.3348991

Kanojia, K., & Rathore, T. (2025). Digital Marketing Strategies for Small Businesses. International Journal of Innovations in Science, Engineering And Management, 4(1), 38–45. https://doi.org/10.69968/IJISEM.2025V4I138-45

Kasman, F. R., & Ruslan, A. (2023). Inovasi Keuangan Digital Mobile Banking Syariah Terhadap Perkembangan Bank Syariah. IEB JOURNAL Islamic Economics and Business Journal, 5(2), 1–19. https://doi.org/https://doi.org/10.30863/iebjournal.v5i2.4694

Keller, K. L. (2013). Strategic Brand Management Building, Measuring, and Managing Brand Equity (4th Global Edition). Pearson Education.

Kholifah, A. N., Rahardja, D. M., & Karnita, R. (2023). Perancangan Aplikasi Edukasi Berbasis Mobile tentang Pengenalan Bumbu Rempah Masakan Khas Indonesia bagi Generasi Z. ANDHARUPA: Jurnal Desain Komunikasi Visual & Multimedia, 9(1), 58–73. https://doi.org/https://doi.org/10.33633/andharupa.v9i01.7584

Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17 Global Edition). Pearson Education.

Latifah, L., & Ritonga, I. (2020). Systematic Literature Review (SLR): Kompetensi Sumber Daya Insani Bagi Perkembangan Perbankan Syariah Di Indonesia. Al Maal: Journal of Islamic Economics and Banking, 2(1), 63. https://doi.org/10.31000/almaal.v2i1.2763

Mahmudah, R. A., & Farida, I. A. (2022). Hubungan Konformitas dan Pengambilan Keputusan Pembelian Paket Aplikasi Video Streaming pada Remaja di Malang. Jurnal Flourishing, 2(5), 398–414. https://doi.org/10.17977/10.17977/um070v2i52022p398-414

Meria, L., Zanubiya, J., Alfi, M., & Juliansah, D. (2023). Increasing Consumers with Satisfaction Application based Digital Marketing Strategies Startupreneur Business Digital (SABDA). Startupreneur Bisnis Digital (SABDA, 2(1). https://doi.org/https://doi.org/10.33050/sabda.v2i1.266

Munir, M., Saibil, D. I., & Saputra, D. A. (2024). The Influence of Income, Company Reputation, and Waiting Lists for Hajj on The Interest of Generation Z in Saving for Hajj Deposits in Islamic Banks. Journal of Business Management and Islamic Banking, 03(2), 167–182. https://doi.org/10.14421/JBMIB.2024.0302-06

Pambudi, T., & Soliha, E. (2022). Pengaruh Kualitas Layanan, Citra Bank, Dan Kepercayaan Terhadap Kepuasan Nasabah Bank. Fair Value: Jurnal Ilmiah Akuntansi Dan Keuangan, 4(3), 1267–1287. https://doi.org/10.32670/FAIRVALUE.V4ISPESIAL

Pareek, V., & Harrison, T. (2020). SERVBID: the development of a B2C service brand identity scale. Journal of Services Marketing, 34(5), 601–620. https://doi.org/10.1108/JSM-05-2019-0195

Qian, Y., Sui, Z., & Wang, D. (2023). The Implementation of Digital Marketing in Brand Promotion. Journal of Education, Humanities and Social Sciences EAIS, 2023.

Rauf, A. (2022). Faktor-Faktor Yang Mempengaruhi Perilaku Konsumen Dalam Keputusan Menggunakan Jasa Transportasi Pada PT. Sumber Jaya Trans. Dynamic Management Journal, 6(2), 102–109. http://jurnal.umt.ac.id/index.php/dmj

Rozza, S., & Salsabila, T. L. (2024). Pengaruh Promosi Media Digital Dan Word of Mouth Terhadap Keputusan Nasabah Dalam Menggunakan BSI Mobile Dari Bank Syariah Indonesia. Keuangan dan Perbankan Syariah Politeknik Negeri Jakarta. Account, 11(1), 2195–2207. https://doi.org/https://doi.org/10.32722/account.v11i1.6699

Salam, A. (2018). Inklusi Keuangan Perbankan Syariah Berbasis Digital-Banking: Optimalisasi dan Tantangan. Al-Amwal : Jurnal Ekonomi Dan Perbankan Syari’ah, 10(1), 63. https://doi.org/10.24235/amwal.v10i1.2813

Sharabati, A. A. A., Ali, A. A. A., Allahham, M. I., Hussein, A. A., Alheet, A. F., & Mohammad, A. S. (2024). The Impact of Digital Marketing on the Performance of SMEs: An Analytical Study in Light of Modern Digital Transformations. Sustainability, 16(19), 8667. https://doi.org/10.3390/SU16198667

Siyamto, Y., Budiyanto, B., & Khuzaini, K. (2024). Islamic Marketing: A Catalyst In Enhancing Customer Decision-Making In Islamic Banks. Journal Research of Social Science, Economics, and Management, 4(5), 772–788. https://doi.org/10.59141/JRSSEM.V4I5.761

Stauropoulou, A., Sardianou, E., Malindretos, G., Evangelinos, K., & Nikolaou, I. (2023). The role of customers’ awareness towards the sustainable development goals (SDGs) of banks on their behavior. Environmental Science and Pollution Research, 30(5), 13495–13507. https://doi.org/10.1007/s11356-022-23111-8

Sultoni, M. H. (2017). The Influence of Corporate Social Responsibility Programs To The Image of Corporations. AFEBI Management and Business Review, 1(01), 1. https://doi.org/10.47312/ambr.v1i01.9

Supriyadi, D. (2019). Strategi Meningkatkan Kinerja Perbankan Syariah Melalui Value Added Creation Intellectual. Universitas Pendidikan Indonesia.

Timke, E. (2017). Social Media and Advertising. Advertising & Society Quarterly, 18(2). https://doi.org/10.1353/asr.2017.0019

Tjiptono, F. (2014). Pemasaran jasa: prinsip, penerapan, dan penelitian. ANDI.

Ulfa, R. W., Djakfar, I., & Riza, A. (2024). Dampak Generasi Z Serta Keputusan Menggunakan Bsi Mobile. Jihbiz: Global Journal of Islamic Banking and Finance, 6(2), 81–92. https://doi.org/10.22373/JIHBIZ.V6I2.25566

Wahyuni, A. S., Qalyubi, I., & Zulkifli. (2024). Generation Z and Hajj Savings: Innovative Marketing Strategy BSI KC Palangka Raya Diponegoro. Jurnal Manajemen Bisnis, 11(2), 1508–1518. https://doi.org/10.33096/JMB.V11I2.868

Wicaksono, B. B. (2022). Analisis Faktor Faktor Yang Mempengaruhi Perkembangan Perbankan Syariah Di Indonesia. El-Ecosy: Jurnal Ekonomi Dan Keuangan Islam, 2, 99–108. https://doi.org/https://doi.org/10.35194/eeki.v2i2.2412

Wiyadi, R. H. B., & Sasongko, N. (2025). Pengaruh Literasi Keuangan, Brand Image, dan Digital Marketing Terhadap Minat Generasi Z di Kabupaten Sukoharjo Menjadi Nasabah Bank Syariah Indonesia. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 6(4), 1445–1459. https://doi.org/10.47467/ELMAL.V6I4.7575

Yolanda, V., Mas’ud, R., & Hasanah, S. M. (2022). Pengaruh Teknologi Keuangan Dan Kualitas Layanan Digital Terhadap Kepuasan Nasabah Pada Bank Syariah Indonesia KCP Masbagik. Iqtishaduna, 13(1), 63–83.

Zimmerer, T. W., Scarborough, N. M., & Wilson, D. (2008). Essential of Entrepreneurship and Small Business Management (5th ed.). Penerbit Salemba Empat.




DOI: https://doi.org/10.31764/jabb.v6i2.35663

Refbacks

  • There are currently no refbacks.



This publication is indexed by: