Effects of Social Media Marketing, Fintech Knowledge, and Perceived Risk on Generation Z’s Intention to Use Islamic Fintech

Abstract

Introduction/Main Objectives: This study examines the effects of social media marketing, fintech knowledge, and perceived risk on Generation Z’s intention to use Islamic fintech in Indonesia, based on the Theory of Planned Behavior (TPB). Research Methods: A quantitative survey was conducted with 219 respondents, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Finding/Results: Social media marketing and fintech knowledge had positive and significant effects on intention to use Islamic fintech, while perceived risk had no significant effect. Fintech knowledge showed the strongest influence. Conclusion: Digital marketing and fintech knowledge are key factors in encouraging Islamic fintech adoption among Generation Z, providing practical implications for providers and policymakers.