Pengaruh Literasi Keuangan Syariah, Islamic Branding Terhadap Minat Menjadi Nasabah Bank

The banking sector currently dominates the economic growth of many countries, both developed and developing. Increased industrial growth has also occurred in the Indonesian Islamic banking industry. This study aimed to examine the effect of Islamic financial literacy and Islamic branding on the interest in becoming a customer of Bank Mega Syariah KC Mataram. This research applied a quantitative method with regression analysis. The sampling technique used was purposive sampling, with 55 respondents who were registered customers at Bank Syariah Indonesia. Data were analyzed using multiple linear regression with the SPSS 25 program. The analysis results showed that Islamic financial literacy and Islamic branding partially influenced the interest in becoming a customer at Bank Mega Syariah KC Mataram. The study found an R² value of 0.876 (87.6%), indicating that the interest in becoming a customer is influenced by Islamic financial literacy and Islamic branding by 87.6%, with the remaining 12.4% influenced by other factors outside this study.