The Effect of Product Knowledge, Online Promotion, and Location on Millennial Interest in Using Islamic Bank Financing in Ponorogo Regency

Abstrak

Introduction/Main Objectives: This study examines the effects of product knowledge, online promotion, and location on millennials’ interest in using Islamic bank financing in Suru Village, Ponorogo. Research Methods: A quantitative approach was used with 100 millennial respondents. Data were collected through questionnaires and analyzed using validity, reliability, classical assumption, multiple linear regression, t-test, F-test, and coefficient of determination with SPSS 25. Finding/Results: Product knowledge and location did not significantly affect interest, while online promotion had a positive and significant effect. Simultaneously, all three variables significantly influenced millennial interest and explained 50% of its variation. Conclusion: Online promotion is the strongest factor influencing millennials’ interest in Islamic bank financing, suggesting that Islamic banks should prioritize digital marketing while improving public understanding of their products