STRATEGI TRANSFORMASI DIGITAL DALAM PERBANKAN ISLAM: MENGANALISIS SINERGI TEKNOLOGI LAYANAN MANDIRI DAN CITRA MEREK TERHADAP PILIHAN STRATEGIS GENERASI Z

Abstract

Digital transformation drives the Islamic banking sector to strengthen service innovation in attracting Generation Z, who are known as digital natives and prioritize convenience, speed, and value alignment in financial services,,. Despite the rapid development of digital technology, the use of Islamic digital banking services among Generation Z still faces challenges compared to conventional banks. This study aims to analyze the influence of Ease of Access based on Self-Service Technology (SST) and Brand Image on Generation Z's decision to become customers of Bank Syariah Indonesia in Kotabaru Regency,. This research employs a quantitative approach with field research methods,. Data were obtained through questionnaires distributed to 100 Generation Z respondents aged 18–28 using purposive sampling techniques,. Data analysis was conducted using multiple linear regression via SPSS software,,. The results show that Ease of Access and Brand Image have a significant effect, both partially and simultaneously, on the decision to become a customer,,. The Ease of Access variable through digital services such as BSI Mobile and BYOND is the most dominant factor, contributing 52.9% to the influence. These findings indicate that service innovation based on Self-Service Technology serves as a primary strategy for enhancing Generation Z's decisions and customer satisfaction in the era of digital transformation in Islamic banking.