The Influence of Religiousity and Promotional Strategies on The Interest of The Millennial Generation in Choosing Sharia Mortgage Financing Products

Devina Asti Julia Putri; Rahmawati Khoiriyah; Budi Prihastoro

doi:10.30984/kunuz.v3i2.756

Devina Asti Julia Putri Raden Mas Said State Islamic University, Surakarta
Rahmawati Khoiriyah Raden Mas Said State Islamic University, Surakarta
Budi Prihastoro Raden Mas Said State Islamic University, Surakarta

DOI: https://doi.org/10.30984/kunuz.v3i2.756

Keywords: interest, Promotion, Religiosity

Abstract

This study delves into the interest of millennials in the Home Ownership Financing (KPR) products offered by Islamic banks in Solo City, with a focus on the influence of religious aspects, promotions, and related factors. Through the application of quantitative methods, an analysis of primary data collected from 86 millennial respondents using a questionnaire and SPSS 23 analysis tool was conducted. The study results affirm that the level of religiosity and the effectiveness of promotions have a significant positive impact on the interest of millennials in choosing Home Ownership Financing products in Shariah banks. This finding underscores the importance of religious values and marketing strategies in influencing the preferences and decisions of millennials in adopting Shariah banking products, especially in terms of Home Ownership Financing in the Solo region. The implications of these findings provide valuable insights for the Islamic banking industry to better understand the motivations and preferences of millennials in choosing Home Ownership Financing products, as well as to design more effective marketing strategies to reach and attract this market more broadly and effectively.