The Influence of Financial Literacy and Promotion on Public Interest in Using Syariah Bank Savings Products

This study aims to determine the influence of financial literacy and promotion on public interest in using Islamic bank savings products in Labuhan Deli District. A quantitative method was used with multiple linear regression analysis, involving a population of 67,806. The sample was selected using purposive sampling, with a total of 100 respondents. This study utilized SPSS version 18, and data were collected through questionnaires. The results showed that promotion has a positive and significant influence on public interest in saving at Islamic banks. Conversely, financial literacy does not have a significant effect on public interest. Although both variables contribute to increasing public interest, promotion plays a more dominant role than financial literacy. Therefore, this study recommends that Islamic banking institutions enhance innovative promotional strategies and strengthen financial literacy education programs to improve public understanding and interest in Islamic savings products.