THE ROLE OF SAVING INTEREST IN MEDIATING THE INFLUENCE OF ACCESSIBILITY, BRAND AWARENESS, AND SHARIA FINANCIAL LITERACY ON SAVING DECISIONS

Abstract

This study aims to examine the influence of accessibility, brand awareness, and Islamic financial literacy on saving decisions at BSI KC Salatiga, with interest in saving as an intervening variable. Using a quantitative approach, data were collected through questionnaires distributed to 100 respondents and analyzed with SmartPLS to test validity, reliability, and relationships among variables. The findings reveal that accessibility and Islamic financial literacy have a positive and significant effect on both saving decisions and interest in saving, where interest successfully mediates their impact. Meanwhile, brand awareness significantly affects only interest in saving but still indirectly influences saving decisions through that interest. These results highlight the importance of improving banking accessibility, enhancing Islamic financial literacy education for the public, and strengthening brand awareness to encourage greater interest and decisions to save. The originality of this study lies in combining accessibility, brand awareness, and Islamic financial literacy with interest in saving as a mediator, offering a fresh perspective in exploring factors affecting saving decisions within the context of Islamic banking. This research contributes to better understanding customer behavior and provides practical insights for Islamic banks like BSI KC Salatiga to develop strategies that can effectively attract and retain saving customers.