The Influence of Digital Marketing and Brand Image on the Decision of Generation Z to Save at Bank Syariah Indonesia with Religiosity as a Moderation Variable (Case Study on Students in Salatiga City)

Abstract

This study aims to determine the influence of Digital Marketing and Brand Image on the Decision of Generation Z to save at Bank Syariah Indonesia with Religiosity as a moderation variable. This study uses a quantitative approach and this study uses primary data. The sample in this study was 97 respondents obtained from the results of filling out a questionnaire, this research was conducted on students in Salatiga City. The sampling technique uses the Purposive sampling technique. The analysis used includes validity test, reliability test, classical assumption test, Moderated Regression Analysis (MRA) and hypothesis testing. The results of this study show that digital marketing and brand image have a positive and significant effect on the decision of generation Z to save at Bank Syarriah Indonesia. Furthermore, Religiosity can moderate digital marketing and brand image against the decision of generation Z to save at Bank Syariah Indonesia.