Perception, motivation, and brand image in shaping generation z’s saving intention: The moderating effect of religiosity in Islamic banking

Damya, Valentyno and Solekah, Nihayatu Aslamatis ORCID: https://orcid.org/0000-0002-6722-8283 (2025) Perception, motivation, and brand image in shaping generation z’s saving intention: The moderating effect of religiosity in Islamic banking. International Journal of Business and Applied Economics (IJBAE), 4 (4). pp. 1667-1686. ISSN 2963-6124

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Abstract

This study aims to understand the factors that influence Generation Z's interest in saving in Islamic banking in Malang City, a city with a fairly high Gen Z population. The main focus of the study is to analyze the influence of perception, motivation, and brand image on interest in saving, as well as to test the role of religiosity as a moderating variable. The method used is a quantitative approach through an online survey with a questionnaire. A total of 195 respondents were selected using a purposive sampling technique with the criteria of being 17–26 years old, domiciled in Malang City, and Muslim. Data analysis was carried out using the Partial Least Squares Structural Equation Modeling (SmartPLS) method which is considered suitable for testing complex relationships and moderation between variables even though the sample size is relatively small. The results of the study indicate that perception, motivation, and brand image have a significant effect on Gen Z's interest in saving in Islamic banks.

Item Type:	Journal Article
Keywords:	Perception; Motivation; Brand Image; Religiosity
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150501 Consumer-Oriented Product or Service Development
Divisions:	Faculty of Economics > Department of Islamic Banking
Depositing User:	Nihayatu Aslamatis Solekah
Date Deposited:	29 Jul 2025 09:36

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