Skripsi

PENGARUH DIGITAL CONTENT MARKETING, INFLUENCER CREDIBILITY, DAN KEMUDAHAN MENABUNG TERHADAP NIAT MENABUNG GENERASI Z DI BANK SUMSEL BABEL DENGAN MEDIASI BRAND TRUST

---

This study aims to analyze the influence of Digital Content Marketing, Influencer Credibility, and Ease of Saving on the Saving Intention of Generation Z in the banking sector, with Brand Trust serving as a mediating variable. Generation Z was selected as the research focus due to its characteristics as digital natives, high exposure to online content, and significant potential as future banking customers. The research model examines both direct and indirect relationships among the variables within the framework of the Theory of Planned Behavior (TPB). A quantitative research method was employed, using an online questionnaire distributed to Generation Z respondents in South Sumatra and Bangka Belitung. A total of 427 valid responses were processed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The analysis evaluated direct effects as well as mediating effects through Brand Trust to obtain a comprehensive understanding of the behavioral mechanisms influencing saving intentions. The results indicate that Digital Content Marketing does not have a significant effect on Saving Intention nor on Brand Trust. In contrast, Influencer Credibility shows a positive and significant effect on both Saving Intention and Brand Trust. Ease of Saving also demonstrates a positive and significant relationship with both variables. Furthermore, Brand Trust is proven to mediate the relationship between Influencer Credibility and Saving Intention, as well as between Ease of Saving and Saving Intention. However, Brand Trust does not mediate the effect of Digital Content Marketing. These findings highlight that the saving decisions of Generation Z are more strongly shaped by social influences and the perceived ease of financial transactions rather than by digital content produced by the bank.

---

Availability

Detail Information

Series Title

-

Call Number

T1911072026

Publisher

Indralaya : Prodi Ekonomi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2026

Collation

xv, 93 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

-

Classification

658.872 07

Content Type

Text

Media Type

-

Carrier Type

-

Edition

-

Subject(s)

Prodi Ekonomi Manajemen
Digital content marketing

Specific Detail Info

-

Statement of Responsibility

TUTI

Other version/related

File Attachment

Comments

---

You must be logged in to post a comment