Factors Affecting the Low Interest of Generation Z in Saving at Baitul Maal wat Tamwil

Abstract

Based on data from BPS, most of Indonesia's population is Generation Z with 74.93 million people or 27.94% of the total population in Indonesia. With the large number of Generation Z in Indonesia, the interest in saving at BMT is still low. The purpose of this research is to find out and explore what are the factors that influence the low interest in saving at BMT in Generation Z in Kudus Regency. The method used is qualitative method. The population in this study is Generation Z in Kudus Regency and the sample in this study is students who were selected using purposive sampling technique. Data collection in this study is using interview techniques to five informants and observation at BMT Mitra Muamalat Kudus. The results showed that the trust factor was the most influencing factor with indicators of brand reliability and brand intention. In addition, promotional factors with indicators of advertising, personal selling, and sales promotion and facility factors with indicators of non-cash transactions also affect the low interest of Generation Z in saving at BMT. The recommendation of this research is that BMT needs to increase promotion, especially through social media by making interesting posts such as trending content and providing attractive prizes for new customers. In addition, BMT must increase trust and provide facilities that make it easy to save so that Generation Z is interested in saving at BMT.