THE EFFECT OF SHARIA FINANCIAL LITERACY, EASE OF ACCESS, AND LOYALTY ON THE DECISION TO USE A SHARIA BANK ACCOUNT (A STUDY ON GENERATION Z IN BOGOR CITY)

Abstract

This study aims to analyze the effect of sharia financial literacy, ease of access, and loyalty on the decision to use sharia bank accounts among Generation Z in Bogor City. Using a quantitative approach with a purposive sampling method, the study involved 122 respondents aged 20–25 years, consisting of 100 active users of sharia bank accounts and 22 non-users. Data were collected through a Likert-scale questionnaire and analyzed using binary logistic regression. The results show that sharia financial literacy does not significantly influence the decision to use a sharia bank account, while ease of access and loyalty have a significant positive effect. Simultaneously, the three variables significantly affect account usage decisions. These findings suggest that strengthening digital and physical access and customer loyalty programs plays a key role in encouraging Generation Z to adopt sharia banking, while literacy programs need to be designed in a more practical and applicable manner.