HUBUNGAN KONTEN PROMOSI DIGITAL TERHADAP MINAT PENGGUNAAN FINTECH SYARIAH DENGAN LITERASI DIGITAL SEBAGAI VARIABEL MODERASI

Studi Pada Generasi Z di Kabupaten Rejang Lebong

Abstract

This study aims to analyze the relationship between digital promotional content and the interest in using sharia fintech, as well as to examine the role of digital literacy as a moderating variable among Generation Z in Rejang Lebong Regency. This research employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to 376 respondents from Generation Z in Rejang Lebong Regency. The data were analyzed using Structural Equation Modeling Partial Least Square (SEM-PLS) with SmartPLS 3.0. The results indicate that digital promotional content has a positive and significant relationship with the interest in using sharia fintech. Digital literacy also has a positive and significant relationship with the interest in using sharia fintech. However, digital literacy was not proven to moderate the relationship between digital promotional content and the interest in using sharia fintech. The study concludes that attractive and informative digital promotional content can increase Generation Z’s interest in sharia fintech, although digital literacy has not strengthened this relationship as a moderating variable