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All Journal Studia Economica: Jurnal Ekonomi Islam MUQADDIMAH: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis
Fatmawati Fatmawati
Universitas Islam Negeri Syarif Hidayatullah Jakarta
Religion Economics, Econometrics & Finance Social Sciences

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 Omnichannel Marketing dan Daya Saing Bank Perekonomian Rakyat Syariah (BPRS) Pendekatan Integrated Marketing Strategy di Era Digital Rahmat Ramadan; Muhamad Zen; Fatmawati Fatmawati
MUQADDIMAH: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis Article in Press
Publisher : LP3M INSTITUT KH YAZID KARIMULLAH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59246/t09x3z26

Abstract

Bank Perekonomian Rakyat Syariah (BPRS) faces intensifying competitive pressures in the era of digital transformation, competing with Islamic commercial banks, fintech companies, and digital financial platforms. This article examines how an omnichannel marketing strategy within an Integrated Marketing Strategy (IMS) framework can strengthen BPRS competitiveness while accelerating the economic growth of Muslims in Indonesia. The study uses a Systematic Literature Review (SLR) method based on the PRISMA protocol for 25 selected articles from 87 identified through Google Scholar, Scopus, and the accredited SINTA portal ranked 1–3, with a publication period of 2022–2025. Selection was based on thematic relevance, methodological quality, and full-text accessibility. The study results show that the synergistic integration of physical, digital, and community channels can increase service reach, customer loyalty, and market penetration in the Muslim segment. The novelty of this research lies in the construction of a three-layer omnichannel model that is contextual-sharia and has not been formulated in previous literature, with maqashid sharia as the normative evaluative standard that distinguishes this approach from conventional IMS models. OJK regulations through the 2024–2027 RP2B Roadmap and the 2023 P2SK Law have created momentum for the digital transformation of BPRS, which requires a response with an integrated, technology-based marketing strategy.
Strategi Digital Marketing Bank Syariah Indonesia dan Implikasinya terhadap Inklusi Keuangan Syariah Syf Miftahul Rahmah; Muhammad Zen; Fatmawati Fatmawati
Studia Economica : Jurnal Ekonomi Islam STUDIA ECONOMICA: Jurnal Ekonomi Islam | Vol. 12 | No. 1 | 2026
Publisher : Universitas Islam Negeri Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30821/se.v1i1.29605

Abstract

This study aims to analyze the digital marketing strategies implemented by Bank Syariah Indonesia (BSI) and examine their implications for Islamic financial inclusion in Indonesia. This research employed a qualitative approach using a library research method. Data were collected from BSI annual reports, publications of the Financial Services Authority (OJK), Bank Indonesia reports, and relevant scientific literature related to digital marketing and Islamic financial inclusion. Data were analyzed using content analysis through the processes of data reduction, categorization, interpretation, and source triangulation. The findings indicate that BSI has implemented various digital marketing strategies through social media, official websites, BSI Mobile, QRIS, BSI Agen, and Islamic financial education content. These strategies contribute to improving Islamic financial inclusion through four dimensions, namely access, usage, quality, and trust. Digital marketing expands public access to information, strengthens Islamic financial literacy, builds trust in Islamic financial services, and encourages the adoption of digital financial services. The study also proposes a conceptual model showing that digital marketing influences Islamic financial inclusion through a gradual process involving information access, literacy enhancement, trust formation, and service utilization. The findings imply that digital marketing can serve as a strategic instrument for accelerating Islamic financial inclusion and supporting the sustainable development of the Islamic finance industry in Indonesia.
Co-Authors Muhamad Zen Muhammad Zen Rahmat Ramadan Syf Miftahul Rahmah