Factors Affecting Millennial Customers' Savings Intention in Islamic Banks



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Submitted Jun 22, 2021
Published Jul 15, 2021
10.24018/ejbmr.2021.6.4.949

Abstract viewed = 744 times

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One of the intentioning topics in the banking world is the merger of State-Owned Sharia Banks into one name, namely Bank Syariah Indonesia. This encourages researchers to explore further, one of which is in the marketing aspect. This study aims to analyze the factors that affect the intention in saving at Bank Syariah Indonesia for millennials. This research is a quantitative study with data collected through a questionnaire to 250 millennials in Yogyakarta. The analysis in this study uses a structural equation model with Smart PLS software. The results of this study indicate that product knowledge, religiosity and brand image have a significant effect on millennial attitudes towards Bank Syariah Indonesia. This research also finds that subjective attitudes and norms do not have a significant effect on the intention in becoming a customer at Bank Syariah Indonesia.

Keywords: Product knowledge, brand image, religiosity, attitudes, subjective norms, Bank Syariah Indonesia

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