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All Journal Management Studies and Entrepreneurship Journal (MSEJ) Indo-Fintech Intellectuals: Journal of Economics and Business
Naili Rahma Yuliani
Universitas Islam Nahdlatul Ulama Jepara
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Religius Obligation dan Social Influence Terhadap Keputusan Muslim Generasi Z Untuk Menabung di Bank Syariah (Studi Pada Muslim Generasi Z di Kabupaten Jepara) Naili Rahma Yuliani; Miswan Ansori
Indo-Fintech Intellectuals: Journal of Economics and Business Vol. 4 No. 3 (2024): Indo-Fintech Intellectuals: Journal of Economics and Business
Publisher : Lembaga Intelektual Muda (LIM) Maluku

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54373/ifijeb.v4i3.1273

Abstract

This study aims to address whether religious obligation and social influence affect the decision to save in Islamic banks among Muslim Generation Z in Jepara Regency. The research employs a quantitative approach with primary data collected through online questionnaires. A purposive sampling method was used to select 96 respondents. The analytical technique applied is multiple linear regression. The findings indicate that both religious obligation and social influence have a significant impact on the decision to save in Sharia banks. Interestingly, social influence has a greater impact compared to religious obligation in shaping this decision. These findings highlight the importance of community and social norms in shaping Generation Z's financial behavior when choosing financial institutions for saving and provide valuable insights for Sharia banks to develop more effective marketing strategies
Brand Image and Purchase Decision: The Mediating Role of Product Quality and Social Media Engagement Naili Rahma Yuliani; Sisno Riyoko; Mohamad Rifqy Roosdhani
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 7 No. 3 (2026): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v7i3.10320

Abstract

This study examines the influence of brand image on purchase decision among Generation Z consumers who have purchased products at Corner Nyonya, with product quality and social media engagement as mediating variables. The background of the study is the growing importance of brand meaning, consumption experience, and digital interaction in shaping purchase decisions among young consumers. The objective of this research is to analyze both the direct and indirect effects of brand image on purchase decision. A quantitative explanatory approach was applied using a cross-sectional survey. Data were collected from 120 Generation Z respondents through a structured questionnaire and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results show that brand image has a positive and significant direct effect on purchase decision. In addition, brand image significantly influences product quality and social media engagement, both of which also have significant effects on purchase decision. The mediation analysis indicates that product quality and social media engagement partially mediate the relationship between brand image and purchase decision, with social media engagement showing a stronger mediating role. The study concludes that brand image is translated into purchase decisions through experiential and digital pathways. Practically, culinary businesses targeting Generation Z should strengthen brand image, maintain consistent product quality, and optimize engagement-oriented social media strategies.
Co-Authors Ansori, Miswan Mohamad Rifqy Roosdhani Sisno Riyoko