Gen Z's Interest in Using Sharia Mobile Banking in Aspects of Brand Image and Social Factors

Abstract

This research aims to investigate the influence of Brand Image and Social Factors on customers'
decisions to become customers of Sharia Mobile Banking. This research method is quantitative
using primary data through questionnaires. The research population includes all customers from
Generation Z in Pekalongan Regency. Samples were taken using accidental sampling technique,
with 160 respondents. Data analysis was carried out using structural equation modeling using
the Partial Least Square method. The research results show that Brand Image and Social Factors
positively influence the decision to become a customer in Sharia Mobile Banking. The results of
this research can complement existing theories and can be a reference in developing Sharia
Mobile Banking policies, improving services, and customer interest in Sharia Mobile Banking. In
addition, the results of this research also provide valuable insights for future scientific research.

Keywords: Sharia Mobile Banking, Brand Image, Social Factors