PENGARUH PROMOSI DIGITAL MELALUI TIKTOK TERHADAP MINAT MENABUNG GENERASI Z PADA BANK MANDIRI DI WILAYAH JABODETABEK
Keywords:
Digital Promotion, TikTok, Saving Interest, Generation Z, Bank MandiriAbstract
This research investigates the role of TikTok-based digital promotion in influencing the saving interest of Generation Z customers at Bank Mandiri in the Jabodetabek area. The growing popularity of social media among younger generations has encouraged banking institutions to utilize digital platforms as effective marketing channels. A quantitative research method with a survey approach was applied in this study. Data were collected from 42 respondents who met the criteria of being Generation Z, residing in Jabodetabek, and having viewed promotional content related to Bank Mandiri on TikTok. Data analysis was conducted using SPSS through validity testing, reliability testing, classical assumption testing, simple linear regression, t-testing, and coefficient of determination analysis. The results demonstrate that TikTok promotion has a positive and significant effect on saving interest among Generation Z. This is evidenced by a regression coefficient of 0.409 and a significance value of 0.013, which is below the 0.05 threshold. In addition, the coefficient of determination (R²) of 0.762 indicates that 76.2% of the variation in saving interest can be explained by digital promotion through TikTok, while the remaining 23.8% is associated with other factors beyond the scope of this study. These findings confirm that TikTok is an effective medium for promoting banking products and encouraging saving behavior among young consumers. Therefore, Bank Mandiri is expected to strengthen its digital marketing strategies by producing innovative, informative, and engaging content that reflects the interests and preferences of Generation Z
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