The Impact of Brand Image, Brand Awareness and Brand Trust on the Interest in Using Bank Syariah Indonesia Services in Gen Z in Malang City

The development of Islamic banking in Indonesia shows a positive trend, especially with the presence of Three state-owned Islamic banks merged to become Bank Syariah Indonesia (BSI). banks. Critical and selective Generation Z is a potential segment, but cyber attack incidents in 2023 pose challenges to BSI's brand trust and brand image. This study aims to analyze the influence of brand image, brand awareness, and brand trust on the interest of Generation Z in Malang City in using BSI services. A quantitative approach was used with a survey method through an online questionnaire, involving 125 respondents who were selected purposively. The data was analyzed using multiple linear regression with the help of IBM SPSS Statistic 25. The results of the study show that the three variables have a positive and significant effect on the interest in using services BSI, both partially and simultaneously.