Strategi Pemasaran Bank Riau Kepri Syariah dalam Meningkatkan Minat Menabung Generasi Z di Era Digital (Studi Kasus Generasi Z Kecamatan Sungai Apit)

Muchairil Fajri
Habibatur Ridhah

ARZUSIN: Jurnal Manajemen dan Pendidikan Dasar
Vol 6 No 5 (2026): ARZUSIN: Jurnal Manajemen dan Pendidikan Dasar

The development of digital technology and the widespread use of social media among Generation Z require Islamic banks to implement marketing strategies that are innovative, relevant, and aligned with the characteristics of the digital generation. Bank Riau Kepri Syariah has opportunities to increase Generation Z’s intention to save but continues to face limitations in the intensity of digital promotion, suboptimal mobile banking service quality, and perceptions that the bank’s image is not yet fully modern. This study aimed to analyze the marketing strategies of Bank Riau Kepri Syariah for increasing Generation Z’s intention to save in Sungai Apit Subdistrict in the digital era. The study employed a qualitative approach using field research and a descriptive design. Data were collected through observation, interviews, and documentation. The research informants comprised the manager of Bank Riau Kepri Syariah Kedai Sungai Apit and three members of Generation Z selected purposively. The data were analyzed through data reduction, data presentation, and conclusion drawing and verification. The results showed that Bank Riau Kepri Syariah had implemented the 7Ps marketing mix, with product, promotion, and process as the most dominant elements. The product strategy was implemented through the provision of QRIS, BRKS Mobile, Simpel, and Sinar Pelajar. Promotion was conducted through social media, influencers, and collaboration with educational institutions, while service processes were supported by digital transactions and collective account opening. Generation Z’s intention to save was shaped by a combination of the application of Islamic values and technological convenience. However, the frequency of digital promotion and the quality of mobile banking services still need to be improved. These findings underscore the importance of integrating a stronger Islamic identity, product innovation, intensified digital promotion, and enhanced service experience quality to increase the appeal of Bank Riau Kepri Syariah to Generation Z.