The influence of digital marketing, brand awareness, and religiosity on interest in using bank syariah Indonesia services in gen z in Pamekasan regency

Irmayanti, Hasan ORCID: https://orcid.org/0000-0001-7021-4483 and Sheril, Fardiana (2026) The influence of digital marketing, brand awareness, and religiosity on interest in using bank syariah Indonesia services in gen z in Pamekasan regency. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 9 (2). pp. 17339-17352. ISSN https://issn.perpusnas.go.id/terbit/detail/1527996552

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Abstract

This study aims to analyze how digital marketing, brand awareness, and religiosity influence Generation Z’s intention to apply Bank Syariah Indonesia (BSI) services in Pamekasan Regency. A causal-descriptive design utilizing quantitative methods was employed. Purposive sampling served as the method for selecting participants. The study involved 100 Generation Z respondents from the districts of Tlanakan, Pamekasan, Pademawu, Larangan, and Galis. Research data were collected after the distribution of online questionnaires using Google Forms. The results indicated that, whether considered individually or collectively, digital marketing, brand awareness, and religiosity each have a positive and meaningful effect on the level of interest in applying BSI services.

Item Type:	Journal Article
Keywords:	digital marketing; brand awareness; religiosity; interest; indonesia islamic bank
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150504 Marketing Measurement 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150599 Marketing not elsewhere classified
Divisions:	Faculty of Economics > Department of Islamic Banking
Depositing User:	Irmayanti Hasan
Date Deposited:	15 Sep 2026 11:35

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