Generation Z Loyalty to Islamic Banks: The Roles of Islamic Financial Literacy and Religiosity
DOI:
https://doi.org/10.21111/ibmj.v8i2.15149Keywords:
Generation Z; Islamic Banks; Islamic Financial Literacy; Loyalty; ReligiosityAbstract
This study aims to analyze the influence of Islamic financial literacy and religiosity on Generation Z's loyalty to Islamic banks using the Theory of Planned Behavior (TPB) framework. The phenomenon of low Islamic financial literacy and inclusion in Indonesia, as indicated by the 2024 Financial Services Authority survey with an Islamic literacy index of 39.11% and Islamic inclusion of 12.88%, is an important background to this study. Customer loyalty, especially among Generation Z, is considered strategic because this generation is the largest demographic group born and raised in the digital era with extensive access to information. This study uses a quantitative method with a population of Generation Z users of Islamic banks. The sampling technique used is non-probability sampling with a purposive sampling approach, and the number of samples is determined to be 100 respondents using the Lemeshow formula. The research instrument is a questionnaire compiled based on indicators of Islamic financial literacy, religiosity, and customer loyalty.References
This study aims to analyze the influence of Islamic financial literacy and religiosity on Generation Z's loyalty to Islamic banks. Generation Z was chosen as the subject of this study because of its characteristics closely related to the use of digital technology and social media, which have the potential to encourage positive changes in financial behavior. This study uses a quantitative approach with a survey method, through the distribution of questionnaires to 100 Generation Z respondents in Indonesia. The sampling technique used is purposive sampling, with the criteria that respondents have adequate knowledge about Islamic banking and have been customers of Islamic banks. The results show that Islamic financial literacy has a positive and significant effect on Generation Z's loyalty to Islamic banks, while religiosity does not show a significant effect. Simultaneously, Islamic financial literacy and religiosity have a significant effect on Generation Z's loyalty to Islamic banks. Based on these findings, it can be concluded that Islamic financial literacy is a factor that contributes to increasing Generation Z's loyalty to Islamic banks, while the aspect of religiosity requires further study to understand its role in shaping the financial behavior of Generation Z.
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