Faisha Alifia Farenzi, . (2026) STUDI EKSPLORATIF PERAN GREEN IMAGE TERHADAP KEPUTUSAN MENABUNG GENERASI Z. Tugas Akhir thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Climate change has encouraged the banking industry to implement green banking and build a green image as a form of commitment to environmental sustainability. This study is an exploratory study aimed at describing the green image of banks and Generation Z's savings decisions, as well as analyzing the role of green image on Generation Z’s savings decisions in Indonesia. Data were collected through a questionnaire distributed to 106 Generation Z respondents with active savings accounts via Google Form. Data were analyzed using descriptive analysis and simple linear regression with the assistance of SPSS. The results show that both the green image of banks and Generation Z's savings decisions are at a High category, reflecting a positive perception toward the environmental image of banks. Green image is proven to have a positive and significant role on Generation Z's savings decisions, contributing to nearly half of the variation, while the remainder is influenced by other factors outside this study. These findings indicate that green image is a strategic factor that banks need to consider in attracting and retaining young customers. Banks are advised to strengthen sustainability communication through digital platforms to reach Generation Z customers more effectively.
| Item Type: | Thesis (Tugas Akhir) |
|---|---|
| Additional Information: | [No.Panggil: 2310101067] [Pembimbing: Kery Utami] [Ketua Penguji: Ardhiani Fadila] [Penguji 1: Hani Novanti] |
| Uncontrolled Keywords: | Green Image, Savings Decision, Generation Z, Exploratory Study |
| Subjects: | H Social Sciences > HG Finance |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Perbankan dan Keuangan (DIII) Fakultas Ekonomi dan Bisnis > Program Studi Perbankan dan Keuangan (DIII) |
| Depositing User: | FAISHA ALIFIA FARENZI |
| Date Deposited: | 27 Aug 2026 03:51 |
| Last Modified: | 27 Aug 2026 03:51 |
| URI: | http://repository.upnvj.ac.id/id/eprint/50722 |
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