This study aims to analyze the significance effect of product knowledge, digital marketing, and brand image on the decision to save money in Islamic Commercial Banks (BUS) in the people of Semarang City, either simultaneously or partially.
The population in this study was the people of Semarang City, with 135 respondents who were selected using a simple random sampling technique as the sample. The data used in this study is primary data obtained through the distribution of questionnaires. The analytical model used in this study is a multiple linear regression analysis model, while the analysis technique uses the F statistical test, the coefficient of determination (R2) test, and the t statistic test which is processed using the SPSS 25.00 program.
The results of proving the hypothesis and discussion show that product knowledge, digital marketing, and brand image simultaneously or partially have a positive and significant effect on saving decisions in Islamic Commercial Banks.