DIGITAL TRUST FORMATION AND GENERATION Z ADOPTION OF ISLAMIC FINANCIAL PRODUCTS: THE MEDIATING ROLE OF BRAND TRUST

Nurul Uzamah, Ainun (2026) DIGITAL TRUST FORMATION AND GENERATION Z ADOPTION OF ISLAMIC FINANCIAL PRODUCTS: THE MEDIATING ROLE OF BRAND TRUST. Undergraduate thesis, UIN KHAS JEMBER.

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Abstract

Ainun Nurul Uzamah, Nur Hidayat, 2026: DIGITAL TRUST FORMATION AND
GENERATION Z ADOPTION OF ISLAMIC FINANCIAL PRODUCTS: THE
MEDIATING ROLE OF BRAND TRUST
This study examines the role of digital marketing strategies—digital advertising,
influencer endorsement, and electronic word-of-mouth (e-WOM)—in shaping
Generation Z’s adoption intention of Islamic financial products, with brand trust as a
mediating variable. Despite the growing use of digital marketing in Islamic financial
services, limited studies have examined how peer-generated and firm-generated
communication differently shape trust formation among Generation Z consumers.
Using a quantitative approach and PLS-SEM analysis on 193 respondents, the
findings reveal that e-WOM significantly influences both brand trust and adoption
intention, while digital advertising and influencer endorsement do not directly affect
intention. However, digital advertising significantly contributes to building brand
trust, which in turn drives adoption intention. These results indicate a shift in trust
formation mechanisms, where peer-generated content plays a more dominant role
than firm-driven communication. This study contributes to the literature by
highlighting the central role of trust in Islamic financial marketing and the increasing
importance of e-WOM in influencing Generation Z behavior.
Keywords: Digital Advertising, Influencer Endorsements, Electronic Word of
Mouth, Brand Trust, Adoption Intention

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