<![CDATA[To maintain competitiveness amid rapid digital transformation, Islamic banks must continuously innovate through technology-based services. However, they encounter a significant challenge from conventional fintech platforms that dominate young consumers using immediate financial rewards.This research aims to analyze the factors driving adoption and long-term loyalty among Generation Z users toward Islamic digital banking products. Unlike previous studies that predominantly used a partial TAM framework and onlymeasured initial usage intent, this study integrates technical-functional criteria with religious and social dimensions. The examined factors include app quality, perceived ease of use, data security, religiosity, peer influence, and Islamic bank brand image.The novelty stems from a comprehensive conceptual model linking technology adoption specifically to Gen Z Muslim consumers, who are characterized by dynamic traits and low brand retention. Ultimately, these findings offer both academic contributions and practical evaluations for Bank Syariah Indonesia (BSI) and the wider Islamic banking industry to design effective Sharia value propositions and optimize digital services for the Gen Z demographic.]]>
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