The moderating effect of religiosity on the effect of digital marketing and brand image on student savings intentionin East Java State Universities in Islamic Banking

Mustaqfiroh, Novi Kholifatul and Rahayu, Yayuk Sri ORCID: https://orcid.org/0000-0001-6315-7943 (2025) The moderating effect of religiosity on the effect of digital marketing and brand image on student savings intentionin East Java State Universities in Islamic Banking. International Journal of Business and Applied Economics (IJBAE), 4 (2). pp. 601-616. ISSN 2963-6124

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Abstract

The background of this research is the low intention in saving of Islamic banking students.Using 4 variables, namely digital marketing, brand image, intentionand religiosity. The research design used is a quantitative type analyzed using Patrial Least Square (PLS) with the SmartPLS 4 software analysis tool. The sample in this study used 160 respondents. The results stated that digital marketing has a significant effect on student saving intention, brand image has a significant effect on student saving intention, religiosity cannot moderate the influence of digital marketing and brand image on student saving intention.

Item Type:	Journal Article
Keywords:	Digital Marketing; Brand Image; Interest; Religiosity
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Divisions:	Faculty of Economics > Department of Accounting
Depositing User:	Yayuk Sri Rahayu
Date Deposited:	06 Apr 2026 13:50

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