The influence of financial literacy, digital literacy, digital marketing, brand image and word of mouth on the z generation's interest in Islamic banks

Abstract

This study aims to examine the effect of digital literacy, digital marketing, and word of mouth on the interest of the z generation in Islamic banks. Researchers used primary data obtained from distributing questionnaires to students and students with a total sample of 460 respondents. In this study the sample acquisition technique used a purposive sample with the criteria for respondents being in the age range of 17 years to 25 years. The research method uses a quantitative approach and PLS analysis techniques assisted by SmartPLS version 3.0. The variables in this study include exogenous variables in the form of digital literacy, financial literacy, digital marketing, brand image and word of mouth as well as exogenous variables namely interest in Islamic banks. The results of this study indicate that financial literacy, digital marketing and word of mouth have an influence significant to the interest of the z generation in Islamic banks. Meanwhile, digital literacy and brand image have no significant effect on the z generation's interest in Islamic banks. The results of this study can be used as reference material in conducting further research, especially to determine Islamic banking marketing techniques for the z generation. For further research, it is expected to develop this research by adding other variables such as religiosity, location, level of service and other factors as well as other methods of research such as further and in-depth interview techniques with respondents so that more varied information results are obtained.