<![CDATA[Objective: This study aims to examine and explain the influence of Islamic Branding and the image of Bank Syariah Indonesia, individually and jointly, on the savings interest of Generation Z in Kolaka Regency. Method: A quantitative research approach was used, with a sample of 110 randomly selected individuals. Data collection used a questionnaire that had undergone a series of tests: validity, reliability, factor analysis, convergent validity, discriminant validity, and composite reliability. Data analysis included a complete classical assumption feasibility test and multiple linear regression. Result: The results showed that Islamic Branding had a positive and significant effect on savings interest, and that bank image also had a positive and significant effect. Together, these two variables had a significant effect and explained 47.3% of the variation in changes in savings interest. These findings strengthen the evidence that applying Islamic values and building a strong institutional image are key strategies for attracting the younger generation to save with Islamic financial institutions. Implication: The study concludes that both Islamic Branding and the positive image of Bank Syariah Indonesia are crucial factors in encouraging Generation Z's interest in saving. These results suggest that strengthening Islamic values in branding and maintaining a positive corporate image are effective strategies to attract young customers in the digital era. Originality or Novelty: This study provides a new contribution by comprehensively examining the combined influence of Islamic Branding and Corporate Image on the savings interest of Generation Z, specifically in the relatively under-researched area of Kolaka Regency. Furthermore, this research strengthens empirical evidence that Islamic values and corporate reputation play significant roles in shaping the financial behavior of the younger generation.]]>
