Pengaruh Strategi Marketing Mix dan Reputasi Terhadap Keputusan Gen-Z Membuka Tabungan Di Bank Syariah (Studi Di Wilayah Kabupaten Jepara)
DOI:
https://doi.org/10.35870/jemsi.v11i4.4415Keywords:
Marketing Mix, Reputation, and Saving DecisionsAbstract
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.
Downloads
References
Alfiatin, A., Handayani, Y. I., & Dimyati, M. (2021). Pengaruh marketing mix terhadap keputusan menabung dengan reputasi sebagai variabel intervening pada Bank BNI KCP. Relasi: Jurnal Ekonomi, 17(2), 325–352. https://doi.org/10.31967/relasi.v17i2.490.
Amirah, T. N., Iqbal Fasa, M., & Suharto. (2023). Pengaruh strategi pemasaran (word of mouth) terhadap keputusan nasabah memilih produk di bank syariah. Jurnal Perbankan Syariah, 4(1), 42.
Ardiyanto, & Widana, G. O. (2024). Analisis pengaruh literasi keuangan syariah, religiusitas, dan bauran pemasaran terhadap keputusan menjadi nasabah bank syariah di Yogyakarta. JIEI: Jurnal Ilmiah Ekonomi Islam, 10(03), 3096–3108.
Bako, R. W., Nst, M. L. I., & Rahmani, N. A. B. (2023). Pengaruh lokasi, produk, reputasi, dan pelayanan terhadap keputusan mahasiswa Universitas Islam Negeri Sumatera Utara dalam menggunakan bank syari’ah. 8(1), 1164–1181.
Bustomi, B., Wiralaga, H. K., & Zahra, S. F. (2023). Pengaruh kualitas produk dan reputasi terhadap keputusan nasabah menggunakan jasa Bank Syariah Indonesia. Indonesian Journal of …, 3(2), 297–305.
Gusvita, A., & Salwa, S. (2023). Analisis penerapan strategi bauran manajemen pemasaran terhadap produk tabungan untuk meningkatkan jumlah nasabah penabung pada Bank Syariah Indonesia (BSI). Jurnal Manajemen dan Bisnis (JMB), 4(1), 27–38. https://doi.org/10.57084/jmb.v4i1.939.
Lubis, A. R., & Hutagalung, M. Abrar K. (2023). Analisis faktor-faktor yang mempengaruhi keputusan nasabah memilih tabungan prioritas di PT. Bank Sumut Syariah Kantor Cabang Medan Ringroad. INNOVATIVE: Journal of Social Science Research, 3(6), 127–143.
Muhlis, Arifai, S., Sudriman, Ismawati, Umar, S. H., & Supriadi. (2023). Reputasi bank terhadap preferensi menabung di Bank Syariah Indonesia (BSI). Bisnis, Manajemen, dan Informatika (JBMI), 20(2), 185–208. https://doi.org/10.26487/jbmi.v20i2.25178.
Nadya Maulina Robyani, Ritonga, A. H., & Mubyarto, N. (2023). Pengaruh religiusitas, pelayanan, dan promosi terhadap keputusan menabung di bank syariah. Journal of Comprehensive Islamic Studies, 1(2), 391–426. https://doi.org/10.56436/jocis.v1i2.91.
Pramudani, M. P., & Fithria, A. (2021). Pengaruh kualitas produk, religiusitas, kualitas pelayanan, dan promosi terhadap keputusan mahasiswa menabung di bank syariah. Syi`ar Iqtishadi: Journal of Islamic Economics, Finance and Banking, 5(2), 207. https://doi.org/10.35448/jiec.v5i2.11614.
Rima Fitriasari, E. P. (2021). Pengaruh pengetahuan keuangan, kepercayaan, perilaku konsumtif terhadap keputusan menabung generasi Z Tulungagung. REVITALISASI: Jurnal Ilmu Manajemen, 10(2), 215–224. https://doi.org/10.22141/2224-0721.16.4.2020.208486.
Riza, A., Hakim, L., & Eliana, E. (2021). Analisis pengaruh pengetahuan, kepribadian, dan reputasi terhadap keputusan masyarakat memilih bank syariah di Banda Aceh. Jurnal EMT KITA, 5(1), 19. https://doi.org/10.35870/emt.v5i1.324.
Rusli, M. (2023). The analysis of Generation Z’s perception in decisions on selection of Islamic banking service. Riwayat: Educational Journal of History and Humanities, 6(2), 367–374. https://doi.org/10.24815/jr.v6i2.31656.
Sari, C. N., & Ratno, F. A. (2020). Pengaruh marketing mix terhadap keputusan nasabah menabung dengan religiusitas sebagai variabel moderasi. Al-Masharif: Jurnal Ilmu Ekonomi dan Keislaman, 8(2), 312–327. https://doi.org/10.24952/masharif.v8i2.3828.
Sari, N. (2023). Implementasi strategi marketing mix 7P pada produk iB Hijrah Haji (studi Bank Muamalat KCP Bone). Islamic Banking and Finance, 3(1), 328–345. https://doi.org/10.30863/ibf.v3i1.5211.
Shar, A., & Fitri, M. (2024). Pengaruh marketing mix terhadap keputusan menabung nasabah Bank Syariah Indonesia di Kota Bengkulu. Al-Intaj Jurnal Ekonomi dan Perbankan Syariah, 10(1), 70–79.
Sinaga, A., Harahap, M. A., Perkasa Alam, A., Agustina, M., & Wirdany, W. (2020). Pengaruh marketing mix terhadap keputusan nasabah untuk menabung pada PT Bank Muamalat Indonesia Kantor Cabang Pembantu Stabat. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 3(2), 210–232. https://doi.org/10.47467/elmal.v3i2.570.
Sumarsana, A., Supriyadi, A., Surono, S., Havidotinnisa, S., & Atika, A. (2023). Pengaruh bauran pemasaran terhadap keputusan nasabah dalam memilih produk tabungan pada PT. Bank BNI 46 Tuparev Cabang Cirebon. Jurnal EBI, 5(2), 11–17. https://doi.org/10.52061/ebi.v5i2.168.
Suparni, N. A., Hasanah, S., & Widowati, M. (2024). Analisis pengaruh religiusitas, tingkat pendapatan, lingkup pergaulan dan reputasi bank terhadap keputusan menabung pada bank syariah di kota Semarang. Ekonomica Sharia: Jurnal Pemikiran dan Pengembangan Ekonomi Syariah, 9(2), 315–334. https://doi.org/10.36908/esha.v9i2.1081.
Tata Irmala, A. (2023). Pengaruh kualitas produk tabungan wadiah terhadap keputusan nasabah menabung di PT. Bank Sumut Syariah KCP Stabat. AGHNIYA: Jurnal Ekonomi Islam, 5(1). https://doi.org/10.30596/aghniya.v5i1.15412.
Yolanda, N., Putri, R. D., & Anggreni, N. (2022). Pengaruh pengetahuan produk tabungan, citra perbankan dan persepsi mengenai suku bunga simpanan terhadap keputusan menabung (studi kasus pada Bank BRI Unit Selayo). JIRK: Journal of Innovation and Knowledge, 2(5), 87–94.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Wanda Chofifah Andriana, Wahidullah, Cahyaning Budi Utami
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
