<![CDATA[Islamic banking in Indonesia continues to experience significant development as public awareness of a financial system that complies with Islamic principles increases. However, the market share of Islamic banking remains relatively low compared to conventional banking, particularly among Generation Z, who are characterized by critical thinking, adaptability to technology, and are strongly influenced by their social environment and digital information. Palembang, as one of Indonesia's major cities, has a growing number of Generation Z members every year, making it a strategic market potential for Islamic banking. Therefore, it is necessary to understand the factors influencing Generation Z's decisions in using Islamic banking services.This study employed a quantitative method with a multiple linear regression approach. The sample was drawn using a purposive sampling technique, and data were collected through questionnaires distributed to Generation Z respondents in Palembang City. The independent variables in this study were online marketing, brand awareness, location, and group recommendations. The dependent variable was user decisions. Validity and reliability tests, as well as classical assumption tests, were used to assess data quality, followed by regression analysis to test the hypotheses. The results showed that online marketing, brand awareness, location, and group recommendations had a positive and significant influence on Generation Z consumer decisions.]]>
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