THE INFLUENCE OF BRAND IMAGE AND SOCIAL STUDENTS ENVIRONMENT ON THE INTEREST TO BE A CUSTOMER OF INDONESIAN SHARIA BANK WITH KNOWLEDGE AS A MODERATING VARIABLE

The low interest of the Indonesian people in utilizing Islamic banks is the driving force behind this research. This is indicated by the market share of Islamic banking of 6.52 per cent in 2021. With knowledge as a moderator variable at UIN Sumatra Utara (student case study), this study aimed to determine the effect of a person's social environment and brand image on their desire to save in Islamic banks. This study uses quantitative survey questionnaire data and smartPLS software for PLS (Partial et al.) analysis. This study had 100 respondents who were all students of UIN Sumatra Utara. Practical sampling was used to select individual categories, and non-probability sampling was used. The research findings show that a person's social environment impacts their willingness to save in Islamic banks; However, a person's brand image does not impact their desire to save in an Islamic bank, and there is no knowledge moderating variable. By adjusting the influence of this brand image, Islamic banks can moderate the influence of the social environment on the willingness to save. It is hoped that UIN Sumut students will be more interested in information and brands related to Sharia banking, especially those targeting Muslims, as a result of this finding. They will be able to switch to Islamic banking products recommended by the Qur'an and Hadith, and they will also be able to allow other researchers to look for additional independent variables that were not examined in this study and identify population groups that are different from one another.


INTRODUCTION
Islam teaches its adherents to fulfil their needs lawfully.According to Bawono (2014), consequently, the economy plays an essential role in solving the problem of human needs and the means of satisfying them to an unlimited extent.Indonesia presents excellent opportunities for Islamic financial institutions due to the country's diversity, the availability of various forms of financing, and its large Muslim population.Because Islamic economics is an activity carried out by corporate entities, it is unclear whether a Muslim obeys Allah's commands by prioritizing his health and not consuming high-quality, halal-certified products.This is also relevant to deposits in Islamic banks.Legal or not, established to fulfil commercial and non-commercial requirements by Sharia (Andri Soemitra, 2019).Furthermore, usury or blowing up a down payment at the time of reimbursement is against the Islamic guidelines of Ramallah, which is usually earned through "interest" on obligations (Marliyah et al., 2017).According to Yafiz Muhammad (2015), Islamic economics recognized as a scientific field, will no longer be mistaken for functioning as an objective interpretation of facts.
Muslims are becoming aware of usury banking due to the rise of Islamic financial literacy and the development of Islamic economics.Therefore, many commercial banks in Indonesia have started to open Sharia units, also called Sharia banks, which are Sharia subsidiaries with their banking system.2017).According to Indratama & Artanti (2014), evidence of the gradual expansion of Islamic banking is the increasing number of Islamic branch offices in Indonesia.In Indonesia, Islamic banks, especially Islamic Rural Credit Banks (BPRS), Sharia Business Units (UUS) and Islamic Commercial Banks (BUS) are experiencing positive developments until the end of 2021.Third-party funds (DPK) and disbursed financing (PYD) show that Islamic banks can fulfil their role as intermediaries.This can be seen from the total deposits of IDR 501.37 trillion each and the total PYD of 405.26 trillion (OJK, 2021).
According to world population review data, Indonesia will have the world's largest Muslim population in 2021, with country's total population.As indicated by the existing market segments, there are significant opportunities to develop Islamic banking in Indonesia.
Social environment, brand image, and customer knowledge are just a few factors influencing their decision-making.According to Dalyono (2007) Andespa (2017), this also aligns with this opinion.
According to Nurbaiti, Rahma, and Wulandari (2002), the most critical factor in determining customer satisfaction is the quality of service provided (Nurbaiti et al., 2021).According to Kotler, brand image is selecting, organizing, and understanding information input to build a meaningful image.Brand image has a significant impact on the progress of the organization.Corporate image can be positive or negative depending on how consumers who have used the product perceive it.Rokhmat Subagiyo's research in 2016 shows that the brand image of Islamic banks has a significant positive effect on public interest in using their products.
Phillip Kotler (2000) asserts that consumer knowledge influences behaviour patterns.Customers can process new information, make judgments and make decisions based on their level of knowledge.According to Ichwan & Nafik H.R. (2016), this basic understanding of financial management can later become a reference for managing one's personal, family, and business finances.
The intention to save in Islamic banks has been the subject of several studies, one of which (Rosyid & Saidiah, 2016) shows that the variable knowledge of Islamic banking significantly influences the intention to save.Subsequent exploration (Rizal, 2020) shows that information impacts the purpose of saving in Islamic banks.In contrast, knowledge is a moderating variable in several studies.According to a study, Islamic endorsement and brand image do not affect a person's decision to become a customer of an Islamic bank (Handayani & Kurnianingsih, 2021).
People who actively participate in religious education institutions are called UIN students.The UINSU academic community is familiar with Sharia because Islamic education includes the science of fiqh and morality as the fundamental principles of Sharia banking.Most students study far from where they live, so they rely on remittances from their parents for their living expenses.As a result, students are familiar with banking.To meet the needs of students, one of the access is banking.Notoatmodjo (2003) asserts that humans acquire knowledge by sensing particular objects, which produce knowledge.Eyes and ears make up the majority of humans.Education, both formal and informal, can provide knowledge.Therefore, one's education and knowledge are closely related.However, this study differs, where only the Faculty of Islamic Economics and Business at UINSU offers Islamic economics courses.As a result, their knowledge of operational systems and Islamic bank products is still relatively high compared to other faculties.
Meanwhile, other faculties need to fully understand Islamic banking, or their ignorance causes a negative perception of it.As a result, this affects the attitudes and motivation of students to save money in Islamic banks.This initial research also found that there were BSI cars that made it easier to walk to an ATM and open an account.There is also a temporary allegation that the selection was based on a lecturer's order to become BSI customers, and most Uinsu students were interested in becoming customers served by BSI's car officers themselves because they were curious about something new in the form of bank services in the form of cars to facilitate access to BSI services.One of them was interviewed by Kak Dinda Mahendra, and initial observations revealed that she uses conventional banks because her family uses them and they are more popular.Also, despite all these initial observations, I found that very few students had BSI accounts, and some students did not have BSI accounts at all.
The influence of the social environment and brand image on saving intentions with the knowledge variable as a moderating variable is one of the exciting things that need to be studied in this study based on background explanations and theories as well as previous research.One of the studies presented (Handayani & Kurnianingsih, 2021) makes this research interesting because the people of UIN Sumut know a lot of knowledge, and the entire academic community is Muslim.It is still being determined whether these conditions will produce the same results from the research.

MATERIALS
Brand Image According to Hasugian (2015), a brand is an essential component marketers can use to promote products and services.Brand image is the same as a brand, namely the impression of a brand.Because brand means brand and image means impression, brand image is the brand image.According to Rulina (2017), the consumer perception of a brand is its image.This explanation encourages business people to continuously improve quality and build a positive brand image because buyers can see an item, evaluate its quantity and quality, and gain particular insights and satisfaction through brand image.
The expectation that service providers can be relied upon to deliver their promises is consumer trust.All customer knowledge and conclusions regarding the product, its features, and its benefits constitute customer trust.It has been stated that maintaining a long-term relationship of trusting customers is necessary between all business stakeholders.In an interaction or transaction, parties who do not know each other well build trust.

Social environment
According to Mujaddid & Nugroho (2019), the social environment includes all aspects of individual personality, including tolerance, education, cooperation, and attitudes.Socialization is learning and internalizing the provisions and models of individual behaviour required by habit and enculturation, namely how a person masters understanding and belief in an object.The environment is part of the influencer for individuals in forming human actions and character related to cultivating one's values and habits.People without upgrading from small (Gea, 2011).positive variance in fund balances because the actual transfer of funds is less than the budgeted amount.Meanwhile, the excess budget transfer funds are a suitable variant of the balancing funds anticipated by each region.
Knowledge Gampu (2015) defines consumer knowledge as a collection of various types of information about certain goods or services that are owned.Information is stored in knowledge memory.Buyer information is the portion of absolute data that can be applied to a shopper's capabilities in a market.Knowledge of customers also impacts whether people use the services that provide those services and choose specific service models to meet their needs or wants.Efforts or ways of obtaining knowledge are also called methods of acquiring knowledge.Because it is sought correctly, the method must also be adequate to ensure that the information obtained is genuine and undeniable.The RESEARCH METHODS The research strategy for this research is based on the collection of numerical data, which is called the quantitative approach.UIN North Sumatra became the location of this research.The data used comes from primary and secondary sources.Survey responses are the primary data source, while articles, journals, and the internet are secondary data sources.The research sample consisted of 100 respondents from a total of 26,323,000 students.
The questionnaire used for data collection was analyzed using the Partial Least Square (PLS) method derived from the Likert scale.The resulting econometric model is as follows: Z represents knowledge, Y represents the interest in saving, and X1 and X2 represent social environment and brand image, respectively.

RESULTS AND DISCUSSION
An indicator is considered valid if the loading factor value exceeds 0.5.Convergent validity measures the validity indicator indicated by the loading factor value. Tabel

Convergent Validity Value Results
The Convergent Loading factor for each construct indicator meets the criteria indicating validity.This study examined and analyzed the effect of brand image and social environment on saving intentions, with knowledge as a moderating variable.
Data was processed with SmartPLS, 2023 students at UIN Sumut.

Gambar 1 Inner Model Testing Tabel 2 Outer Loadings
The Social Environment has an LF of 0.720 > 0.5, indicating that it can be used to measure social environment variables.The social environment variation will change by 0.720 * 0.720 = 51.8 per cent for each change in the social environment variable.
All variables and items that measure variables have an LF greater than 0.5 (valid)

Table 3 Composite Reliability and Average Variance Extracted
The Composite Reliability (CR) value of 0.844 or more for the social environment variable indicates that each item measuring the social environment is consistent and reliable.The AVE value of the social environment is 0.576, indicating that the satisfaction variable of 57.6% contains the variation in the measurement items X1.1-X1.4.The Composite Reliability value of the brand image, interest in saving, and knowledge are above > 0.5 (reliable).Reasonable convergent validity requirements are met because the AVE value is > 0.5.
The AVE value of all variables is > 0, indicating high convergent validity.
Tabel 4 Forsell Lacker AVE root for social environment correlation with other variables (0.759).
The value on the diagonal axis is the root of AVE.When the root of the AVE variable is greater than the correlation between variables, the discriminant validity of the correlation variable is fulfilled.
Evaluation of discriminant validity was successful overall

Tabel 5 Testing Mode Structural
With the t statistic (2.073 > 1.96) or pvalue (0.038 0.5), the social environment has a significant effect on the intention to save (0.277).Students' interest in saving will increase significantly with every change in the social environment.
The t statistic (0.929 > 1.96) and the pvalue (0.353 0.5) show that brand image and intention to save are not significantly affected by it (-0.148).Students' interest in saving does not increase with changes in brand image.
t (1.853 1.96) and p-value (0.064 0.5) both show that knowledge does not affect the intention to save (0.269).Students' interest in saving does not increase with changes in knowledge.
statistics (1.032 > 1.96) or p-value (0.302 0.5), neither knowledge nor social environment has a significant effect on the intention to save (0.148).Students' interest in saving does not increase with changes in knowledge or social environment.
(0.872 > 1.96) or p-value (0.383 0.5), brand knowledge and image do not affect saving intention (-0.139).Students' interest in saving does not increase with changes in knowledge or brand image.

Table 6 Interval Konfiden 95% Path Coefficient
The effect of the social environment on the intention to save ranged from (-0.015) to (0.509) within a 95 per cent confidence interval.
Students' interest in saving will increase to 0.509 when various activities, including outreach, improve the social environment.

Tabel 7 Mediation Testing
The t statistic (1,000 > 1.96) or the pvalue (1,000 0.5) indicates knowledge of (1,000).Significant knowledge is a variable that mediates the indirect effect of the social environment on saving intentions.Brand Picture affects the purpose of saving through information on (1.000) with a measurement of t (0.000 > 1.96) or p esteem (0.000 <0.5).Significant knowledge is a variable that mediates the indirect effect of the social environment on saving intentions.
Knowledge has a moderate effect on the environment and a moderate effect on the brand image (f squared = 0.065).Given the consequences of the speculation test above, information can direct the impact of the social climate on individual income in saving at Islamic Banks at UIN North Sumatra students.Greater than or equal to 0.302, and the calculated t value is greater than or equal to 1.032 from t table 1.96.According to these findings, the information variable is thought to be in a quasi-equilibrium state, or semi-control, where the social climate influences the goal of saving.However, the information does not directly influence it.This shows that the level of knowledge possessed by individuals and students is inversely proportional to the level of interest in saving.The findings of this study, which found that students' social environment had a significant and negative effect on their interest in saving at a bank, are supported by research (Rokhani & Nurkhin, 2021).
After being moderated by knowledge, the influence of brand image on UIN Sumut students' interest in saving in Islamic banks.
The knowledge hypothesis does not moderate the effect of brand image on the intention to save at Islamic banks of UIN Sumut students accepted with a Sig variable value of 0.383 > 0.05, and t count 0.872 from t table 1.96.Knowledge can increase the effect of brand image on the intention of UIN Sumut students to save in Islamic banks, according to acceptance of knowledge as a moderating variable.This hypothesis proposes that the knowledge variable is a type of predictor moderation where knowledge does not significantly impact saving intentions but moderates the impact of brand image on saving intentions.This shows that deposit interest stays the same no matter how famous a customer or a bank's brand is.According to Nasrullah (2015), this can be explained by the fact that Indonesian people have yet to adopt religion and tend to prioritize wants over needs.An example is students who choose conventional banks so that their assets can continue to increase.Conventional bank interest is high enough to make it more attractive even though the bank is not Islamic or Islamic-based.The findings of this study are supported by Ajeng Lestari's research on the Bandungan Regency Community with the title "The Influence of E-Word of Mouth, Brand Image, and Knowledge on Interest in Becoming a Customer of Islamic Banks with Knowledge as a Moderation Variable".Knowledge as a moderating variable cannot strengthen the brand image variable on interest.

CONCLUSION
Based on the findings and discussion, the social environment influences the intention to save with Islamic banks, but Brand Image has no effect.Meanwhile, the information balance variable can direct the influence of the social climate on the purpose of saving in Islamic banks but does not direct the influence of the brand picture on the purpose of saving in Islamic banks.By the study's recommendations, students are expected to care more about information and brands related to the truth in question is a truth that is reliable and precise.Interest Appropriate(Alhifni & Ortega, 2017).Interest is a form of attention, satisfaction, and connection of the soul to any object that can be recognized by focusing on existing skills in a particular field.), a provision for using or buying services or goods is easier to remember.Interest is a person's mental perspective on what they learn from information (Mae, 2021).Edy Syahputra (2020) says interest can also be interpreted as the tendency of a person's soul to settle down and usually feel like it.Pursuing one's interests will provide pleasure and inner satisfaction, which can generate motivation.Unpleasant results will come from engaging in activities that do not match one's interests.According to Philip Kotler and Kevin Lane Keller, interest is influenced by knowledge, promotion, perception, lifestyle, work, economic situation, and self-concept.Individual interests are also influenced by psychological factors, which are influenced by trust factors, according to Philip Kotler and Kevin Lane Keller.