Pengaruh Strategi Layanan Digital Perbankan Syariah Terhadap Minat Generasi Z (Studi Kasus BSI KC Bandung Suniaraja) - 10010321047, Lala Kartika; Zaini Abdul Malik; Irma Yulita Silviany (Bandung Conference Series: Syariah Banking, 2025)
Abstract. The development of digital technology has brought significant changes in the Islamic banking industry. Generation Z as a potential market segment in the development of Islamic banking services in the digital era is known for its digital-native characteristics that have a high preference for fast services. The research aims to identify the digital service strategy implemented, measure the level of interest, and analyze the effect of Islamic banking digital service strategy on Gen Z interest at BSI KC Bandung Suniaraja partially. This research uses quantitative methods with a field research approach. The collection technique used a questionnaire to 100 respondents. The data analysis technique used simple linear regression analysis with SPSS version 23. The results of the study were the level of application of digital service strategies in Islamic banking of 64.8%, the level of interest of 60.31%, and partially the digital service strategy of Islamic banking had a significant effect on Gen Z's interest in BSI KC Bandung Suniaraja. This means that improvements in service quality, convenience, and service innovation have a direct impact on increasing Gen Z interest. Following up on the research findings, Islamic banks need to improve digital service strategies, especially in terms of technological innovation. Keywords: Digital Service Strategy, Interest, Generation Z, Islamic Banking Abstrak. Perkembangan teknologi digital telah membawa perubahan signifikan di industri perbankan syariah. Generasi Z sebagai segmen pasar potensial dalam perkembangan layanan perbankan syariah di era digital dikenal dengan karakteristik digital-native yang memiliki preferensi tinggi terhadap layanan cepat. Tujuan penelitian untuk mengidentifikasi strategi layanan digital yang diterapkan, mengukur tingkat minat, serta menganalisis pengaruh strategi layanan digital perbankan syariah terhadap minat Gen Z di BSI KC Bandung Suniaraja secara parsial. Penelitian ini menggunakan metode kuantitatif dengan pendekatan field research. Teknik pengumpulan menggunakan kuesioner pada 100 responden. Teknik analisis data menggunakan analisis regresi linier sederhana dengan SPSS versi 23. Hasil penelitiannya adalah tingkat penerapan strategi layanan digital pada perbankan syariah sebesar 64,8%, tingkat minat sebesar 60,31%, serta secara parsial strategi layanan digital perbankan syariah berpengaruh signifikan terhadap minat Gen Z di BSI KC Bandung Suniaraja. Artinya peningkatan dalam kualitas layanan, kemudahan, dan inovasi layanan berdampak langsung pada meningkatnya minat Gen Z. Menindaklanjuti temuan penelitian bank syariah perlu meningkatkan strategi layanan digital khususnya dalam hal inovasi teknologi. Kata Kunci: Strategi Layanan Digital, Minat, Generasi Z, Perbankan Syariah