Sikap dan Perilaku Generasi Z terhadap Perbankan Syariah Indonesia dengan Importance-Performance Analysis

Abstract

The Islamic banking sector has faced the era of digitalization which is the era of the younger generation, especially generation Z. This study aims to measure the attitudes and behavior of generation Z towards Indonesia's Islamic banking through indicators of customer path (Aware, Appeal, Ask, Act, and Advocates) in Marketing 4.0. This study uses Important-Performance Analysis (IPA) to determine which stage has the most influence on generation Z behavior towards Islamic Banking, with respondents of 100 Islamic banking students. The IPA diagram shows that most of the attributes are in Quadrant 2 which have a high level of importance but low performance which means that these attributes of interest fail to satisfy customers, so these attributes must be a priority that must be achieved first. From these results, it is hoped that Islamic banking can implement strategies based on the attitudes and behavior of generation Z at each stage, so that they become interested and have a positive attitude towards Islamic banking.