<![CDATA[This study examines Bank Syariah Indonesia (BSI) Kendari's strategies in supporting halal lifestyle among Generation Z and its role as a sharia value intermediary. Using a descriptive qualitative approach, the findings reveal four integrated strategies: digital ecosystem via BSI Mobile, relevant halal lifestyle products (gold/umrah savings, sharia consumer financing), sharia financial education through campus and social media, and structural university partnerships. Framed as contemporary dakwah, these strategies internalize Islamic values into daily life. However, a value-behavior gap persists—young customers engage at basic functional levels (dharuriyyat/hajiyyat) without substantive contract understanding, risking shifts to conventional fintech. BSI’s change agent role requires balancing spiritual values with professional service to elevate awareness toward tahsiniyyat, where sharia banking becomes identity expression. Structural opportunities such as global halal awareness, demographic bonus, and digital literacy enable BSI to convert potential into transformative education. This study contributes by situating halal lifestyle research in a non-metropolitan Islamic banking context, outside Indonesia’s major cities..]]>
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