Published: 2025-08-01

Pengaruh Strategi Marketing Mix dan Reputasi Terhadap Keputusan Gen-Z Membuka Tabungan Di Bank Syariah (Studi Di Wilayah Kabupaten Jepara)

DOI: 10.35870/jemsi.v11i4.4415

Wanda Chofifah Andriana, Wahidullah, Cahyaning Budi Utami
  • Wanda Chofifah Andriana: Universitas Islam Nahdlatul Ulama Jepara
  • Wahidullah: Universitas Islam Nahdlatul Ulama Jepara
  • Cahyaning Budi Utami: Universitas Islam Nahdlatul Ulama Jepara
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Abstract

The aim of this research is to find out how marketing mix and reputation influence generation Z's decision to open a savings account at a sharia bank in Jepara Regency. Generation Z is emerging as a significant consumer segment for Islamic banking due to their digital literacy and financial awareness. There are 70 respondents from Gen-Z who do not have accounts or have not opened savings in Islamic banks. This research is quantitative and uses primary data from a survey given to Gen Z residents in Jepara Regency aged 17-23 years. The sampling technique was obtained by taking random samples and processing the data using SPSS V.26. Based on the findings of the study, reputation has a positive impact on savings decisions, on marketing mix and reputation together have a positive impact on savings decisions. Meanwhile, the marketing mix does not have a significant effect on savings decisions.

Keywords

Marketing Mix; Reputation; and Saving Decisions

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How to Cite

Andriana, W. C., Wahidullah, & Utami, C. B. (2025). Pengaruh Strategi Marketing Mix dan Reputasi Terhadap Keputusan Gen-Z Membuka Tabungan Di Bank Syariah (Studi Di Wilayah Kabupaten Jepara). JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 11(4), 2804-2814. https://doi.org/10.35870/jemsi.v11i4.4415
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This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 11 No. 4 (2025)

  • Section: Articles

  • Published: 2025-08-01

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Author Biographies
Wanda Chofifah Andriana, Universitas Islam Nahdlatul Ulama Jepara
Google Scholar ResearchGate ORCID

Prodi Perbankan Syariah, Fakultas Syariah dam Hukum, Universitas Islam Nahdlatul Ulama Jepara.

Wahidullah, Universitas Islam Nahdlatul Ulama Jepara
Google Scholar ResearchGate ORCID

Prodi Perbankan Syariah, Fakultas Syariah dam Hukum, Universitas Islam Nahdlatul Ulama Jepara.

Cahyaning Budi Utami, Universitas Islam Nahdlatul Ulama Jepara
Google Scholar ResearchGate ORCID

Prodi Perbankan Syariah, Fakultas Syariah dam Hukum, Universitas Islam Nahdlatul Ulama Jepara.

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