The Influence of Islamic Branding and Lifestyle on Interest in Saving with Social Media Marketing as An Intervening Variable in Digital Banks in Jambi City

This study is entitled the influence of islamic branding and lifestyle on interest in saving with social media marketing as an intervening variable in digital banks in Jambi City. The aim of this research is 1) to analyze the influence of islamic branding on interest in saving at digital banks in Jambi City. 2) to analyze the influence of lifestyle on interest in saving at digital banks in Jambi City. 3) to analyze the influence of social media marketing in strenghthening the relationship between islamic branding and interest in saving at digial banks in Jambi City. 4) to analyze the influence of social media marketing in strenghthening the relationship between lifestyle and interest in saving at digial banks in Jambi City. The research method used is a quantitative descriptive analysis method with primary data. The analysis tool used by the SEM (Structural Equation Modeling) method, using Smart PLS ver 4, using stages: 1. Outer model analysis; 2. Inner model analysis; 3. Indirect effects. The results showed that Islamic branding has a positive and significant effect on interest in saving at Digital Banks in Jambi City. lifestyle has a positive and significant effect on interest in saving at Digital Banks in Jambi City. Social media marketing can strengthen the relationship between Islamic branding and interest in saving at Digital Banks in Jambi City. social media marketing cannot strengthen the relationship between lifestyle and interest in saving at digital banks in Jambi City