The Moderating Effect of Religiosity on the Effect of Digital Marketing and Brand Image on Student Savings Intention in East Java State Universities in Islamic Banking

The background of this research is the low intention in saving of Islamic banking students. Using 4 variables, namely digital marketing, brand image, intention and religiosity. The research design used is a quantitative type analyzed using Patrial Least Square (PLS) with the SmartPLS 4 software analysis tool. The sample in this study used 160 respondents. The results stated that digital marketing has a significant effect on student saving intention, brand image has a significant effect on student saving intention, religiosity cannot moderate the influence of digital marketing and brand image on student saving intention.