The The Effect of Electronic Word of Mouth, Security, and Digital Service Quality in Generation Z’s in Using Byond by BSI in Pamekasan

Abstract

Generation Z's rapid adoption of mobile banking has not translated into equal confidence in newly launched Islamic digital banking platforms, such as BYOND by Bank Syariah Indonesia (BSI), which remains in an adaptation phase following its transformation from BSI Mobile. This study aims to examine the influence of Electronic Word of Mouth (E-WOM), security, and digital service quality on Generation Z's interest in using BYOND by BSI in Pamekasan. A quantitative approach with a causal research design was applied, involving 100 respondents selected through purposive sampling from a population of 194,737 Generation Z individuals in Pamekasan aged 17 to 28 years who are also BSI customers. Primary data were collected through an online questionnaire distributed via Instagram, WhatsApp, and TikTok using a five-point Likert scale, and analyzed with Partial Least Squares Structural Equation Modeling using SmartPLS 4. The results show that E-WOM and digital service quality have a positive and significant effect on interest in using BYOND by BSI, with digital service quality exerting the strongest influence, while security shows no significant effect. The model explains 69.8% of the variance in usage interest, indicating a robust structural model. These findings suggest that credible digital information and reliable service quality are more decisive in shaping Generation Z's interest than perceived security, which appears to function as a baseline expectation rather than a distinguishing factor in their decision to use the application