The Influence of Islamic Branding, Sharia Financial Literacy and Promotion on the decision College Students' STAI RAYA Mlokorejo to use Islamic Financial Institutions Products

The Islamic economy is experiencing rapid development. One indicator that can be seen is the increasing number of banks that open Islamic bank services. This has an impact on the level of public awareness, especially Muslims who want to manage their finances in accordance with religious values. However, even though Islamic banks are now present, there are still many dynamics faced by Islamic banking so that it is necessary to further study the factors that can influence people's decisions to choose to use product services at these institutions. This study aims to analyze and empirically test the research variables that have been formulated in the formulation of problems classified as explanatory research, namely whether there is an influence between Islamic financial literacy (X₁), Islamic branding (X₂), promotion (X₃), on the decision to use Islamic financial institution products (Y). Sampling in this study using Nonprobability sampling in the form of purposive sampling where the determination of the sample by selecting samples among the population in accordance with the wishes of the researcher, namely some students of STAI RAYA Mlokorejo jember who decide to use products in Islamic Financial Institutions. Data analysis is done using Multiple Linear Regression Analysis. Hypothesis testing with the help of Statistical Package For Sciences (SPSS) software version 22. The results of the analysis show that Islamic branding has a significant effect on the decision to use Islamic financial institution products with (Coefisien Standardlize) 0.215 with sig. 0,008 ≤ 0,05. Financial literacy has a significant effect on the decision to use Islamic financial institution products with (Coefisien Standardlize) 0.239 with sig. 0,004 ≤ 0,05. Promotion has a significant effect on the decision to use Islamic financial institution products with (Coefisien Standardlize) 0.552 with sig. 0,000 ≤ 0,05.