The influence of digital marketing dan word of mouth on generation z’s interest in saving at islamic banks

Abstract

Digital marketing is one of the strategies used by Islamic banks to conduct marketing activities across various platforms, such as social media. Word of mouth is formed through communication from person to person, either individually or in groups. It is hoped that Islamic banking marketing through digital marketing and word of mouth can attract the interest of the younger generation to save in Islamic banks. This study aims to determine how digital marketing and word of mouth influence the saving interest of Generation Z students at IAIN SAS Bangka Belitung in Islamic banks. This research is quantitative in nature, utilizing both primary and secondary data. Data was collected through the distribution of questionnaires and observations among IAIN SAS Bangka Belitung students from the 2020 to 2021 academic years, with a population of 1,846 students. A simple random sampling method was used to select 95 respondents, and Likert scale measurements were employed. The data were analyzed using SPSS Version 30.0, with multiple linear regression analysis techniques. The results of the study show that digital marketing does not have a partial effect on the saving interest of Generation Z in Islamic banks, with a tcount of -0.056, which is less than the critical ttable of 1.661, and a significance level of 0.956, which is greater than 0.05. Therefore, Ha1 is rejected and H01 is accepted. On the other hand, word of mouth has a partial effect on the saving interest of Generation Z in Islamic banks, with a tcount of 6.025, which is greater than the critical ttable of 1.661, and a significance level of 0.000, which is less than 0.05. Therefore, H02 is rejected and Ha2 is accepted. Furthermore, the simultaneous influence of digital marketing and word of mouth on the saving interest of Generation Z in Islamic banks is significant, with an Fcount of 39.386, which is greater than the critical Ftable of 2.36, and a significance level of 0.000, which is less than 0.05. Thus, H03 is rejected and Ha3 is accepted.