Pengaruh Literasi Keuangan Syariah, Brand Equity, dan Kepercayaan Terhadap Keputusan Gen Z dalam Menggunakan  Jasa Perbankan Syariah

Ismawati; Nurjannah; Isda Iskandar; Misra Windayani

Authors

Ismawati UIN Alauddin Makassar
Nurjannah UIN Alauddin Makassar, Indonesia
Isda Iskandar UIN Alauddin Makassar, Indonesia
Misra Windayani UIN Alauddin Makassar, Indonesia

Keywords:

Brand Equity; Generation Z; Trust; Islamic Financial Literacy; Islamic Banking

Abstract

The development of Islamic banking is accompanied by increasing public awareness of Islamic finance and support from government regulations. Generation Z is known as a digital and critical generation, making it very potential in supporting the development of Islamic banking. This study aims to analyze the influence of Islamic financial literacy, brand equity and trust on Generation Z's decisions in using Islamic banking services. This study is a quantitative study with associative-causal, the data analysis technique used is multiple linear regression. The results of the study indicate that Islamic financial literacy does not affect Generation Z's decisions in using Islamic banking services. Brand equity and trust have a positive effect on Generation Z's decisions in using Islamic banking services. And simultaneously Islamic financial literacy, brand equity and trust have a positive and significant effect on Generation Z's decisions in using Islamic banking services. Islamic banks need to further improve brand equity and pay attention to and maintain customer trust so that customers are interested in using Islamic banking services.

References

Afrianty, Nonie, Desi Isnaini, and Amimah Oktarina. 2020. Lembaga Keuangan Syariah.

Alimuddin, Mariani, and Paramita Poddala. 2023. “Prospek Digital Marketing Untuk Generasi Muda Dalam Berwirausaha.” Journal of Career Development 1(1):54–70.

Aryanti, Faadhilla Putri, Fachradita Nurhalizah, and Hayatull Jannah. 2022. “Pengaruh Kontribusi Pembiayaan Mikro Modal Kerja Di Dalam Lembaga Keuangan Perbankan Syariah Terhadap Pengembangan Usaha Mikro Kecil Dan Menengah (UMKM) Di Kota Palembang (Studi Kasus Bank Syariah Indonesia KC Demang).” Ekonomis: Journal of Economics and Business 6(2):699–709. doi: 10.33087/ekonomis.v6i2.566.

Azkiya, Athifa Faizatul, Agnia Nurunnisa, Sendrina Karlina Putri, and Titania Mukti. 2024. “Factors Influencing Generation Z Students In Banten Province Use Sharia Mobile Banking In 2024.” International Seminar on Business , Economics , Social Science , and Technology 4.

DP, Ida Bagus Bayu, and Eka Sulistyawati. 2019. “Pengaruh Brand Equity Terhadap Niat Beli Konsumen Dimediasi Brand Preference.” E-Jurnal Manajemen Unud 8(5):2697–2721.

Faadilah, Indri, and Aldianto Ilham. 2024. “Prospek Pengembangan Perbankan Syariah Di Indonesia.” Jurnal Kajian Dan Pengembangan Umat 7(1):20–29.

Fadillah, Ajeng Nurul, and Deni Lubis. 2024. “The Influence of Islamic Financial Literacy, Islamic Financial Inclusion, and Financial Behavior on the Investment Decisions of Generation Z in West Java.” Falah: Jurnal Ekonomi Syariah 9(1):01–16. doi: 10.22219/jes.v9i1.29286.

Farhan, Fikri, Yuyun Herdianti Rukmanah, Guruh Ghifar Zalzalah, and Adhi Prakosa. 2024. “Pengaruh Sikap, Norma Subyektif, Persepsi Kontrol Perilaku, Dan Religiositas Pada Niat Menggunakan Layanan Bank Syariah.” Revenue 5(2):197–210.

Febriyanti, Riska, Aisyah Nur Rahmadina, Wulidatul Imro’ah, Slamet, and Amelindha Vania. 2023. “Predicting the Effect of Digitalization and Brand Trust on Customers’ Saving Intention of Islamic Banking.” Asian Journal of Economics, Business and Accounting 23(20):78–91. doi: 10.9734/ajeba/2023/v23i201093.

Fitria. 2024. “Digitalization Of Sharia Finance For Generation Z : Opportunities And Challenges.” Ictiars: Nternational Conference on Tradition and Religious Studies 3(1):687–98.

Ghozali, Imam. 2018. Aplikasi Analisis Multivariate Dengan Program SPSS. Semarang: Semarang Badan Penerbit Universitas Diponegoro.

Hadhiri, Choiruddin. 2005. Kandungan Al-Qur’an. Jilid 2. Jakarta: Gema Insani Press.

Hardinawati, Lusiana Ulfa, Moehammad Fathorrazi, and Kusbendi. 2024. “Pengaruh Literasi Keuangan Syariah Dan Motivasi Terhadap Keputusan Gen Z Berinvestasi Di Reksadana Syariah.” At-Tasharruf; Jurnal Kajian Ekonomi Dan Bisnis Syariah 6(2):101–13.

I Gede Adhi Ika Andika. 2022. “Meningkatkan Pendidikan Karakter Bagi Generasi Z Pada Era Society 5.0.” Prosiding Webinar Nasional Pekan Ilmiah Pelajar (PILAR) 398–414.

Indiraswari, Susmita Dian, and Supami Wahyu Setiyowati. 2023. “Moderasi Financial Attitude Pada Financial Literacy Dan Risk Tolerance Terhadap Keputusan Investasi.” Jurnal Riset Akuntansi & Perpajakan (JRAP) 10(2):150–60. doi: 10.35838/jrap.2023.010.02.13.

Indrianti, Candra Rini, Hilmi Aulawi, and Acep Abdul Basit. 2021. “Analisis Kepercayaan Merek Online, Keterikatan Dan Ekuitas Merekterhadap Keputusan Konsumen.” Jurnal Wacana Ekonomi 21(01):043–053.

Inoni, Oghenenyerhovwo Rita. 2024. “Brand Equity and Consumer Purchase Decision of Heineken Lager Beer in Delta State, Nigeria.” Aksujomas 9(2):147–59.

Isman, Ainul Fatha. 2024. Merger Perbankan Syariah Di Indonesia. Yogyakarta: Selat Media.

Junipa, and Sugiarti. 2024. “Sharia Financial Literacy of Muslim Employees and Their Interest in Sharia Banking.” Proceeding of The International Seminar on Business, Economics, Social Science, and Technology 4(1).

Kaharuddin, Amrin, Muhammad Riza Nurdin, Sugiyarto, Su’ud, and Supriyanto. 2024. “The Role of Islamic Financial Literacy and Local Wisdom in Decisions to Use Sharia Banking Products: A Systematic Literature Review.” Mimbar Agama Budaya 41(1):61–79. doi: 10.15408/mimbar.v41i1.38602.

Kamanda, Shandrya Victor. 2023. “Pengaruh Fitur Live Dan Harga Terhadap Keputusan Pembelian Produk Pada Pelanggan E-Commerce Shopee.” Jurnal Ekonomi Manajemen Dan Bisnis 2(1):1–7.

Kementrian Agama RI. 2021. Al-Hufaz Al-Quran Hafalan Mudah. Bandung: Cordoba.

Kotler, Philip, and Kevin Lane Keller. 2012. Manajemen Pemasaran. Edisi 12. Jakarta: Indeks.

Kotler, Philip, and Kevin Lane Keller. 2013. Manajemen Pemasaran. Edisi 13. Jakarta: Erlangga.

Lorenza, Dela, and Muhammad Iqbal Fasa. 2024. “Kurangnya Kesadaran Masyarakat Indonesia Tentang Persebaran Perbankan Syariah.” Jurnal Media Akademik 2(12):1–16.

Macias, Washington, Gabriela Barquet-Arenas, and Jazmín Yambay-Aucancela. 2924. “Brand Equity and Purchase Decision of Fast-Moving Consumer Goods.” TEC Empresarial. doi: https://doi.org/10.18845/te.v18i2.7142.

Mufidah, Ana Ainul, and Istifadah. 2022. “Sharia Financial Literacy In Personal Financial Planning.” International Social Sciences and Humanities 1(2):198–203.

Muzammil, Abdul, Mukhlis Yunus, and Nurdasila Darsono. 2018. “Pengaruh Kualitas Pelayanan Dan Citra Perusahaan Terhadap Loyalitas Pelanggan Indihome PT. Telkom Indonesia Di Banda Aceh Dengan Kepuasan Dan Kepercayaan Pelanggan Sebagai Variabel Mediasi.” Jurnal Manajemen Inovasi 8(3):104–33.

Nengsih, Titin Agustin, Arsa, and Pradita Sari Putri. 2021. “Determinan Minat Menabung Masyarakat Di Bank Syariah.” Journal of Business and Banking 11(1):93–111. doi: 10.14414/jbb.v11i1.2599.

Nurohman, Yulfan Arif, and Rina Sari Qurniawati. 2022. “Persepsi Nasabah Generasi Z Pasca Pengumuman Merger Bank Syariah.” Among Makarti 14(2):13–28. doi: 10.52353/ama.v14i2.215.

Otoritas Jasa Keuangan, and Badan Pusat Statistik. 2024. Survei Nasional Literasi Dan Inklusi Keuangan (SNLIK). Jakarta.

Puspitawati, Nadila, Ajat Sudrajat, Halfhy Muggy Ahdattorikin, Fitria Wahyu Utami, and Ridha Raisa Fajrin. 2024. “Pengaruh Trust Costumer Terhadap Keputusan Pembelian Pada Umkm Go Chicken Di Karawang.” Ournal of Applied Management Studies (JAMMS) 5(2).

Rosida, Mila, Noor Shodiq Askandar, and Ahsani Taqwiem. 2023. “Pengaruh Religiusitas, Literasi Keuangan Syariah, Dan Kepercayaan Masyarakat Terhadap Keputusan Menjadi Nasabah Di Bank Syariah (Studi Kasus Masyarakat Kota Malang).” El-Aswaq: Islamic Economic and Finance Journal 4(1):568–80.

Salsabila, Hubbul Wathan, and Muhammad Zuhirsyan. 2022. “Pengaruh Kepercayaan, Kualitas Produk, Kualitas Layanan Dan Motivasi Terhadap Keputusan Nasabah Memilih Bank Syariah.” PROSIDING KONFERENSI NASIONAL SOCIAL & ENGINEERING POLMED (KONSEP) 2022 / Akuntans 378–87.

Samsul, Supriadi Muslimin, and Wardah Jafar. 2024. “Peluang Dan Tantangan Industri Halal Indonesia Menuju Pusat Industri Halal Dunia.” Al-Azhar : Journal of Islamic Economics 4(1):12–24. doi: 10.37146/ajie.

Siregar, Jumriani, Siska Permata Sari Harahap, Thasya Virdinia, and Nurhayati Harahap. 2024. “Analisis Minat Terhadap Generasi Z Dalam Pembelian Produk Asuransi Syariah.” EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi 4(1):2680–86.

Sobarna, Nanang. 2021. “Analisis Perbedaan Perbankan Syariah Dengan Perbankan Konvensional.” Eco-Iqtishodi : Jurnal Ilmiah Ekonomi Dan Keuangan Syariah 3(1):51–62. doi: 10.32670/ecoiqtishodi.v3i1.665.

Sugiyono. 2020. “Metode Penelitian Kuantitatif Kualitatif Dan R&D.”

Sukatin, Andri Astuti, Anggi Rohmawati, Anju Ananta, Amelia Aprianti, Irfan As- Sodiq, and 6 1, 2, 3, 4, 5. 2022. “Pengambilan Keputusan Dalam Kepimimpinan.” Humantech 1(9):2809–1620. doi: 10.32424/jeba.v21i1.1287.

Suwandari, Putri, Erika Takidah, and Ati Sumiati. 2024. “Pengaruh Literasi Keuangan Syariah Dan Kepercayaan Mahasiswa Terhadap Minat Menabung Di Bank Syariah(Studi Kasus Pada Mahasiswa Fakultas Ekonomi Universitas Negeri Jakarta Tahun 2020).” EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi 3(5):1232–45.

Thohari, Cindy Claudia, and Luqman Hakim. 2021. “Peran Religiusitas Sebagai Variabel Moderating Pembelajaran Perbankan Syariah, Literasi Keuangan Syariah, Product Knowledge Terhadap Keputusan Menabung Di Bank Syariah.” Jurnal Pendidikan Akuntansi (JPAK) 9(1):46–57. doi: 10.26740/jpak.v9n1.p46-57.

Tresna, Pratami Wulan, Arianis Chan, and Tetty Herawaty. 2021. “The Effect of Brand Equity on Purchase Decisions.” AdBispreneur : Jurnal Pemikiran Dan Penelitian Administrasi Bisnis Dan Kewirausahaan 6(1):1–11. doi: 10.25130/sc.24.1.6.

Trimulato, Amiruddin K, and Ismawati. 2020. “Akselerasi Tingkat Pengetahuan Mahasiswa Tentang Sistem Dan Produk Perbankan Syariah Melalui Media Online.” Ekspansi: Jurnal Ekonomi, Keuangan, Perbankan Dan Akuntansi 12(1):13–30.

Trimulato, Supriadi, Asyraf Mustamin, St. Hafsah Umar, and Surya Ningsih. 2021. “Strategi Bisnis Bank Syariah Di Masa Pandemi Covid-19 Pada PT. Bank Panin Dubai Syariah Cabang Makassar.” JIEI 7(03):1293–1305.

Tuzzuhro, Fatimah, Noni Rozaini, and Muhamad Yusuf. 2023. “Perkembangan Perbankan Syariah Di Indonesia.” PeKA: Jurnal Pendidikan Ekonomi Akuntansi 11(2):78–87.

Utama, Rizki Supriyanto, and Syaefulloh Syaefulloh. 2024. “Pengaruh Brand Equity Dan Brand Trust Terhadap Purchase Decision Melalui Customer Satisfaction Pada Baju Branded Di Kota Pekanbaru.” Al Qalam: Jurnal Ilmiah Keagamaan Dan Kemasyarakatan 18(1):725–46. doi: 10.35931/aq.v18i1.2973.

Wang, Li, Rhealin Hening Karatri, and Dian Wismar’ein. 2024. “Is Consumer Trust Able to Intervening in Purchasing Decisions VJO Café and Bistro.” Deleted Journal 4(2):71–85.