Y & Z Generation Customers Decision to Have Hajj Savings Products: Analysis of Religiosity, Income, and Relationship Marketing
Shelva Khairanihisan, Ozka Muhammad Fajrin, Aas Nurasyiah, Firmansyah

Universitas Pendidikan Indonesia

Abstract

The majority of hajj savings products are owned by the elderly and only few owned by young people. In fact, the waiting period for the departure of the pilgrimage takes quite a long time. Therefore this hajj savings is most effective for the Y & Z generation or they are in productive age. This study aims to look at the description and influence of the level of religiosity, level of income, and level of relationship marketing on the decisions of Y & Z generation customers to have hajj savings products in Islamic banks. The method used in this study is a quantitative descriptive method with the Structural Equation Modeling-Partial Least Square (SEM-PLS) method. The analysis tool used is SmartPLS. The sample used in this study is the Muslim Y & Z generation who have hajj savings in Islamic banks with a minimum number of 150 respondents. The results of this study show the influence of religiosity, income, and relationship marketing on the decision to have hajj savings in the Y & Z generation. The implication of this research is that religiosity, income, and relationship marketing play such an important role in the Y & Z generation decision to have hajj savings. This research can also be used as a reference material to support decision making in Islamic banking to formulate appropriate development and marketing strategies to increase customer decisions to have hajj savings in Islamic banks. Apart from that, it is also expected to provide benefits to the community and motivate customers, especially the Y & Z generation to have hajj savings in Islamic banks.

Keywords: Hajj Savings, Islamic Banks, Decisions, Religiosity, Income, Relationship Marketing.

Topic: Marketing Management, Relationship Marketing, Service Marketing