Aktivitas Media Sosial dan Minat Menabung Generasi Z: Sebuah Studi Pendahuluan
DOI:
https://doi.org/10.47065/arbitrase.v6i2.2777Keywords:
Social Media Activity; Generation Z; Saving Intention; Brand Trust; Digital Marketing StrategyAbstract
Social media has become an essential platform shaping young people’s financial behavior, including their saving habits. Generation Z, as digital natives, are the most active users of Instagram and TikTok, where they frequently encounter both entertainment and financial content. This preliminary study aims to explore the tendency of social media activity toward the saving interest of Generation Z in regional banking contexts. A quantitative descriptive approach was applied using an online survey of 63 respondents aged 17–27 years residing in South Sumatra and Bangka Belitung. The questionnaire captured demographic data, intensity of social media use, preferred platforms, exposure to banking content, and perceptions of influencer promotions. The findings show that most respondents were female (78.3%) and spent over three hours daily on social media, with Instagram (95%) and TikTok (80%) as dominant platforms. Furthermore, 95% had seen banking-related content, 61.7% had been exposed to influencer promotions, and 65% agreed that influencers enhance trust in banks. Most respondents saved mainly for daily transactions (88.3%) and future needs (56.7%). The study concludes that social media activity may shape brand trust and influence saving intentions, emphasizing the strategic value of digital content marketing and influencer collaboration for engaging young consumers.
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