Determinants of Z Generation's Saving Intention in Islamic Banks

The market share of the Islamic banking industry in Indonesia for three decades, based on OJK data at the end of 2022, only reached 7.03%. This figure is categorized as low when viewed from the overall Muslim-majority population. Many Muslims have excellent potential for developing Islamic banking in Indonesia. This study aims to look at the factors that influence attracting people to save their money in Islamic banks through saving activities, especially in Generation Z. The data used in this study are the data of Generation Z. The data used in this study are primary data obtained directly through questionnaires and processed by the SEM PLS method. The results of this study prove that Islamic financial literacy, religiosity level, and digital marketing have a significant influence on Generation Z's interest in saving money at Islamic banks. The social environment and product quality do not have a significant influence. Therefore, the government, banks, and other related parties need to increase public financial literacy through various media and studies related to Islamic economic materials and strengthened by digital marketing that further introduces Islamic banking products, especially to Generation Z.