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All Journal Jurnal Pelita Manajemen Journal of Loomingulisus ja Innovatsioon
Restiana, Devi
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Religion Computer Science & IT Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Strategi Pemasaran Bank Syariah dalam Meningkatkan Minat Menabung Generasi Z di Perbankan Syariah menuju Era Digital Restiana, Devi; Fasa, Muhammad Iqbal
JURNAL PELITA MANAJEMEN Vol. 3 No. 02 (2024): November
Publisher : DPPM Universitas Pelita Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37366/jpm.v3i02.5220

Abstract

Meningkatnya adopsi teknologi digital telah mengubah cara masyarakat menyimpan dan menginvestasikan uang mereka. Generasi Z (lahir antara tahun 1997 dan 2012), sebagai generasi yang paling paham digital, memiliki preferensi dan perilaku berbeda dalam hal menabung dan berinvestasi. Bank syariah, khususnya, menghadapi tantangan untuk menarik dan mempertahankan tabungan generasi muda. Perkembangan perbankan syariah di era digital memberikan peluang dan tantangan bagi keberadaanya. Maka pihak bank syariah harus bisa menggunakan peluang yang ada dengan sebaik mungkin, yaitu dengan cara meningkatkan strategi pemasaran di era digital dengan merangkul generasi Z.Penelitian ini bertujuan untuk mengidentifikasi dan menganalisis strategi yang dilakukan bank syariah untuk meningkatkan minat menabung generasi Z di era digitalisasi. Didalam penelitian ini menggunakan metode kualitatif dimana peneliti melakukan pengumpulan data dari literatur yang sudah ada.
Islamic Bank Marketing Strategy in Increasing Generation Z's Interest in Saving in Islamic Banking Towards the Digital Era Restiana, Devi; Fasa, Muhammad Iqbal
Journal of Loomingulisus ja Innovatsioon Vol. 1 No. 6 (2024)
Publisher : Yayasan Adra Karima Hubbi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70177/innovatsioon.v1i6.1494

Abstract

The increasing adoption of digital technology has changed the way people save and invest their money. Generation Z (born between 1997 and 2012), as the most digitally savvy generation, has different preferences and behaviors when it comes to saving and investing. Islamic banks, in particular, face the challenge of attracting and retaining the savings of the younger generation. The development of sharia banking in the digital era provides opportunities and challenges for its existence. So sharia banks must be able to use existing opportunities as best as possible, namely by improving marketing strategies in the digital era by embracing generation Z. This research aims to identify and analyze strategies carried out by sharia banks to increase generation Z's interest in saving in the era of digitalization. In this research, qualitative methods were used where researchers collected data from existing literature.
Co-Authors Muhammad Iqbal Fasa