E-WOM, Religiosity, and Brand Image as Determinants of Islamic Banking Adoption among Generation Z in Madura

This study examines the effects of electronic word of mouth (E-WOM), religiosity, and brand image on Generation Z’s decisions to become Islamic banking customers in Madura, Indonesia. Using a quantitative survey approach, data were collected from 97 respondents and analyzed using WarpPLS 8.0. The findings reveal that E-WOM has a positive and statistically significant effect on customer decisions. Religiosity shows a positive but statistically insignificant effect, while brand image also exhibits a positive relationship, although its statistical significance requires further verification. These findings suggest that online reviews and recommendations can influence Generation Z’s decisions regarding Islamic banking. However, the roles of religiosity and brand image should be interpreted according to their respective statistical results. This study provides practical insights for Islamic banks in developing digital communication strategies and understanding the factors associated with customer decisions among younger generations.