The Influence of Islamic Branding and the Image of Indonesian Sharia Bank (BSI) on Savings Interest Among Generasi Z in Kolaka Regency
DOI:
https://doi.org/10.32332/ijie.v8i01.13469Keywords:
Bank Syariah Indonesia; Generation Z; Islamic Banking; Islamic Branding; Saving Interest.Abstract
Objective: This study aims to examine and explain the influence of Islamic Branding and the image of Bank Syariah Indonesia, individually and jointly, on the savings interest of Generation Z in Kolaka Regency. Method: A quantitative research approach was used, with a sample of 110 randomly selected individuals. Data collection used a questionnaire that had undergone a series of tests: validity, reliability, factor analysis, convergent validity, discriminant validity, and composite reliability. Data analysis included a complete classical assumption feasibility test and multiple linear regression. Result: The results showed that Islamic Branding had a positive and significant effect on savings interest, and that bank image also had a positive and significant effect. Together, these two variables had a significant effect and explained 47.3% of the variation in changes in savings interest. These findings strengthen the evidence that applying Islamic values and building a strong institutional image are key strategies for attracting the younger generation to save with Islamic financial institutions. Implication: The study concludes that both Islamic Branding and the positive image of Bank Syariah Indonesia are crucial factors in encouraging Generation Z's interest in saving. These results suggest that strengthening Islamic values in branding and maintaining a positive corporate image are effective strategies to attract young customers in the digital era. Originality or Novelty: This study provides a new contribution by comprehensively examining the combined influence of Islamic Branding and Corporate Image on the savings interest of Generation Z, specifically in the relatively under-researched area of Kolaka Regency. Furthermore, this research strengthens empirical evidence that Islamic values and corporate reputation play significant roles in shaping the financial behavior of the younger generation.
Downloads
References
Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. Journal of Marketing.
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Ajzen, I. (2011). The theory of planned behaviour: Reactions and reflections. In Psychology and Health (Vol. 26, Issue 9, pp. 1113–1127). https://doi.org/10.1080/08870446.2011.613995
Andrianto & Firmansyah, M. A. (2019). Manajemen Bank Syariah.
Asir, M., Ganika, G., Nasril, Mokodongan, E. N., Adriana, N. P., Zuliansyah, M. A., Widiastuti, B. R., Nurliah, Zenmira, K. N., Grashinta, A., Astuti, E. R. W., Nuryani, H. S., & Sudirman., A. (2024). Psikologi Konsumen Teori Dan Aplikasi.
Baso Akib, & Apriansyah Nur. (2023). Pengaruh Islamic Branding, Literasi Keuangan Syariah dan Service Quality Terhadap Minat Masyarakat Menjadi Nasabah Bank Syariah Indonesia (Bsi) Cabang Gowa. JUMABI: Jurnal Manajemen, Akuntansi Dan Bisnis, 1(1), 21–29. https://doi.org/10.56314/jumabi.v1i1.95
Darmadi, S. (2013). Corporate governance disclosure in the annual report: An exploratory study on Indonesian Islamic banks. Humanomics, 29(1), 4–23. https://doi.org/10.1108/08288661311299295
Dr.Temporal, P. (2011). Islamic Branding and Marketing: Opportunities and challenges. Islamic Branding and Marketing. https://www.europeanfinancialreview.com/islamic-branding-and-marketing-opportunities-and-challenges/
Fakhrunnas, F. (2018). Efisiensi perbankan Islam di Asia Tenggara. Jurnal Ekonomi & Keuangan Islam, 3(1 SE-Articles), 27–35. https://doi.org/10.20885/jeki.vol3.iss1.art4
Fatmawati, P., Setiawan, F., & Nasik, K. (2023). Analisis Religiusitas, Kesadaran Halal, Literasi Halal, Dan Niat Berperilaku dalam Memprediksi Pelaku UMKM Melakukan Sertifikasi Halal di Kabupaten Bangkalan. Jurnal Ekonomi Syariah Dan Bisnis, 6(1), 76–88. https://doi.org/10.31949/MARO.V6I1.3692
Hakim, R., Wiyadi, B., & Sasongko, N. (2025). Pengaruh Literasi Keuangan, Brand Image, Dan Digital Marketing Terhadap Minat Generasi Z Di Kabupaten Sukoharjo Untuk Menjadi Nasabah Bank Syariah Indonesia. Jurnal Kajian Ekonomi & Bisnis Islam, 6(4). https://doi.org/10.47467/elmal.v6i4.7575
Halfaoui, A., & Amar, M. Y. (2025). The Strategic Impact of Islamic Branding and Marketing on Muslim Consumer Behavior : A Comparative and Longitudinal Study in Malaysia and Selected OIC Countries. International Conference of Islamic Economics and Financial Studies, 3, 88. https://doi.org/org/10.30983/iciefs.v3i1.909
Hamizar, A., Holle, M. H., & Mohamad, S. I. S. (2023). Challenges and Opportunities of Islamic Branding on Global Marketing: A Conceptual Study. Jurnal Ekonomi Syariah Dan Hukum Ekonomi Syariah, 9(1), 23. https://doi.org/org/10.31602/iqt.v9i1.10324
Hani Rosanti, & Yayuk Sri Rahayu. (2023). Corporate Image as a Mediator of the Islamic Marketing Mix to Intention to Become a Customer of Bank Syariah Indonesia in East Java. Jurnal Ekonomi Syariah Teori Dan Terapan, 10(3), 305–321. https://doi.org/10.20473/vol10iss20233pp305-321
Hassan, M. K., & Lewis, M. K. (2007). Islamic Banking: Principles and Practice. Basingstoke: Palgrave Macmillan, 443. https://www.e-elgar.com/shop/gbp/handbook-of-islamic-banking-9781845420833.html
Hasyim, F., Pranata, M. A. A., & Hameida, N. K. (2023). Panel Modelling to Analyze Financial Performance : Evidence on Islamic Commercial Bank in Indonesia. Jurnal Ilmu Perbankan Dan Keuangan Syariah, 5(2), 130. https://doi.org/org/10.24239/jipsya.v5i2.215.130-144
Hermawan Adinugraha, H., Rahmawati, F., Sartika, M., Isthika, W., & Wikan Kinasih, H. (2022). Halal Lifestyle Training For Ma Rohmaniyyah’s Students: The Islamic Lifestyle Practice Of Today’s Adolescent. Amala Jurnal Pengabdian Kepada Masyarakat, 1(1), 56–64. https://doi.org/10.23971/amala.v1i1.12
Indonesia, B. S. (2023). Laporan Tahunan Bank Syariah Indonesia 2023. https://ir.bankbsi.co.id
Kholiq, M. N., Susyanti, J., & Mustapita, A. F. (2023). Religiositas, Islamic Branding Terhadap Keputusan Konsumen Berbelanja Pada Minimarket Al-Khaibar. Jurnal Ekonomi, 19(2). https://doi.org/10.31967/relasi.v19i2.557
Kotler, P., & Keller, K. L. (2021). Marketing Management. In Pearson Practice Hall (Vol. 2, Issue 1). Pearson.
Lee, J. L., James, J. D., & Kim, Y. K. (2014). A Reconceptualization of Brand Image. International Journal of Business Administration, 5(4). https://doi.org/10.5430/ijba.v5n4p1
Lestari, S., & Mutmainah, S. (2024). Resilience Reinforced: An In-Depth Analysis Of Bank Syariah Indonesia’s Post-Merger Performance. Jurnal Akuntansi Dan Bisnis, 24(1), 138. https://doi.org/org/10.20961/jab.v24i1.1215
Marpaung, M., Harahap, I., Afriansyah, U., Ekonomi dan Bisnis Islam, F., & Islam Negeri Sumatra Utara, U. (2022). Analisis SWOT dalam Pengembangan Perbankan Syariah di Indonesia. Jurnal Ilmiah Ekonomi Islam, 8(2), 2152–2158. https://doi.org/10.29040/JIEI.V8I2.4675
Munirah, Jumiati, E., & Tanaya, J. (2025). Pengaruh Branding Terhadap Minat Nasabah Melalui Citra Bank Syariah : Studi Empiris Pada Generasi Z Di Kabupaten Purwakarta. Journal of Global and Multidisciplinary, 3(7), 5508–5521.
Purba, P. B., Ika, Simarmata, J., Lakat, J. S., Widiawati, D., Ginting, P. W. E. B., Yuniwati, I., Situmorang, P. L., Mistriani, N., Ningsih, W., Kainde, S., & Sari, W. D. (n.d.). Pendidikan di Era Digital: Tantangan bagi Generasi.
Puspa, D. A., & Sadiyah, M. (2024). Pengaruh Literasi Keuangan Syariah , Digital Marketing, Dan Aksesibilitas Terhadap Minat Menabung Generasi Z Pada Bank Syariah. Jurnal Ekonomi Dan Bisnis Islam, 3(1), 30. https://doi.org/10.37252/jebi.v3i2.913
Putri, A. S., Nainggolan, B., & Simbolon, F. (2023). Pengaruh Islamic Branding, Kualitas Pelayanan dan Media Sosial Marketing terhadap Keputusan Nasabah Menabung di Bank Syariah Indonesia. Jurnal Darma Agung, 31(3). https://universitasdarmaagung.ac.id
Reswara, K., & Nisa, F. L. (2024). Analisis Perkembangan dan Tantangan Bank Syariah dalam Persaingan dengan Bank Konvensional di Pasar Keuangan Modern. Jurnal Ekonomi Dan Pembangunan Indonesia, 2(3). https://doi.org/10.61132/jepi.v2i3.601
Rusby, Z. (2017). Manajemen Perbankan Syariah. Di Pusat Kajian Pendidikan Islam UR.
Safitri, R., Malik, A., Amrullah, K., & Malang, M. I. (2025). How Islamic Financial Literacy Shapes Customer Attitude, Subjective Norm, and Perceived Behavioral Control in Using Islamic Banks in Indonesia. The Financial Services Authority ( OJK ) reported that Islamic banking faces several strategic issues impeding. EL DINAR: Jurnal Keuangan dan Perbankan Syariah, 13(2), 184. https://doi.org/10.18860/ed.v13i2.32413
Setiawan, S. (2023). Keputusan Menjadi Nasabah Bank Syariah: Peran Literasi Keuangan Syariah, Kepercayaan, dan Citra Bank Syariah. Journal of Applied Islamic Economics and Finance, 3(2), 240–251. https://doi.org/10.35313/jaief.v3i2.4858
Sukmawati, C. P. (2024). Comparative Analysis Of Financial Performance Of Sharia Banks From Indonesia And The United Kingdom. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 7(2), 2465. https://doi.org/org/10.31538/iijse.v7i2.4413
Sunyoto, D. (2024). Mengasah Keterampilan Kunci Generasi Z untuk Bersaing di Era Teknologi dan Kreativitas Penulis.
Syahri, D. R., & Dahrani. (2025). Pengaruh Islamic Branding dan Citra Bank Syariah terhadap Minat Nasabah untuk Melakukan Transaksi di Bank Syariah. Jurnal Ilmiah Edunomika, 9(1). https://stie-aas.ac.id
Syahriani, F., Fajri Mulyani, F., Fismanelly, F., Afifah, S., & Medani, A. (2024). Application of Maqasid Al-Shariah in Islamic Economics and Finance as the Development of Products of Islamic Value. Hakamain: Journal of Sharia and Law Studies, 2(1), 150–162. https://doi.org/10.57255/hakamain.v2i1.322
Toha, M., Maulana, I., Mubarak, A., & Al-ardani, M. B. (2024). Pengaruh Brand Image, Religiusitas, dan Nasabah Bank Syariah (Studi Kasus pada Mahasiswa Universitas). Masyrif : Jurnal Ekonomi, Bisnis Dan Manajemen, 5(1), 141–158. https://doi.org/10.28944/masyrif.v5i1.1841
Ulya, S., Fandillah, S., & Hana, K. F. (2025). Dinamika Perkembangan Bank Syariah di Asia Tenggara : Antara Malaysia dan Brunei Darussalam. Journal of Economics and Business Research (JUEBIR), 4(1 SE-Articles), 129–138. https://doi.org/10.22515/juebir.v4i1.12008
Wahyuni, H., Akbar, T., Surya, K., & Yovita, Y. (n.d.). Capturing Gen-Z.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Kiki Reski Amelia, Muhammad Akbar, Abd. Rizal
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
