THE EFFECTS OF ISLAMIC MARKETING MIX ON MILLENNIAL GENERATION'S INTENTIONS IN USING ISLAMIC FINANCIAL TECHNOLOGY

Abstract

 The Development of technology is currently growing quite rapidly and changing the financial industry into a digital era. At this time, what is being discussed in the community is the presence of Islamic-based financial technology. This also shows that the growth of Islamic fintech is dominated by millennials so that with the new concept of Islamic marketing mix by combining contemporary and Islamic concepts it can support the presence of Islamic fintech. This research method uses quantitative methods with multiple regression analysis techniques. The population in this study are users and non-users of Islamic fintech using a research sample of 160 respondents spread across the Jabodetabek area. The results show that Pragmatism and Product, Palliation and Price, Patience and Place, Peer-support and People, Pedagogy and Physical Environment & Persistence and Process influence the millennial generation in using Islamic financial technology.