The Role of Content Marketing Influence on Generation Z Prefences using Indonesia Sharia Bank Savings Product Services
DOI:
https://doi.org/10.37010/alif.v3i2.1803Keywords:
Content Marketing, Influence, Generation Z, Sharia Banking, Social Media, Consumer PreferencesAbstract
This study aims to analyze the role of content marketing and influence on the preferences of Generation Z in using the savings products of Bank Syariah Indonesia. With the development of digital technology, Generation Z, aged between 12 and 27 years, has become the main target in digital marketing strategies. They are known as digital natives who are very active on social media. In this context, content marketing is considered an important strategy to attract their attention and influence their decisions. This research uses quantitative methods by distributing questionnaires to Generation Z who already use the savings products of Bank Syariah Indonesia. Data analysis is performed through descriptive statistics and regression analysis to see the relationship between content marketing and product usage preferences. The results of the study show that interesting and informative content can increase Generation Z's interest in using Islamic banking products. Additionally, marketing through influencers also helps build brand image, although it is not always a primary factor in decision-making. The study results show that the independent variables, which consist of income, digital platforms, and the dependent variables processed with validity and reliability tests, indicate that all independent variables are valid with a calculated r-value greater than the r-table and a significance level of <0.05. All variables are also reliable with a Cronbach's alpha value of >0.60. The conclusion of this study states that the variables significantly influencing content marketing and influence on Generation Z's preference for using the savings products of Bank Syariah Indonesia are (X1). The variable (X2) does not have a significant individual influence.
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