Perception, Motivation, and Brand Image in Shaping Generation Z’s Saving Intention: The Moderating Effect of Religiosity in Islamic Banking

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.