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This Author published in this journals
All Journal Journal of Economic Development and Village Building Journal of Sharia Micro Enterprise and Cooperation
Aen Fariah
Sekolah Tinggi Agama Islam Kuningan, Indonesia
Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering

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Marketing Strategy for MSME Financing Products at Islamic Banks in Indonesia in the Digital Era Aen Fariah; Saeful Anwar; Agus Rahayu
Journal of Sharia Micro Enterprise and Cooperation Vol. 3 No. 2 (2026): Journal of Sharia Micro Enterprise and Cooperation
Publisher : Sekolah Tinggi Agama Islam Kuningan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59784/5n469c34

Abstract

Background: The development of the digital era has brought significant changes to marketing strategies in the Islamic banking industry, particularly in Micro, Small and Medium Enterprise (MSME) financing products, yet empirical research specifically examining these strategies remains scarce.Objectives: This study aims to analyze the digital marketing strategies applied by Islamic banks in Indonesia to promote MSME financing products, identify the challenges faced, and formulate effective strategy recommendations.Methods: A sequential explanatory mixed-methods design was employed, beginning with a qualitative phase in-depth interviews with 12 Islamic bank practitioners used to inform a subsequent quantitative phase comprising a survey of 150 MSME customers; secondary data were drawn from annual reports of Indonesian Islamic banks, Bank Indonesia regulations, and Financial Services Authority (OJK) data from 2020–2024.Results: Islamic banks in Indonesia have implemented four digital marketing strategies social media marketing, mobile banking-based financial technology, digital content marketing, and digital customer relationship management (CRM) while facing significant challenges including limited digital literacy among MSME players, high operational costs of digital transformation, and regulatory complexity an integrated digital marketing strategy combining conventional and digital approaches was associated with a 43% increase in MSME financing product penetration compared to conventional methods alone.Conclusion: These findings contribute to filling a research gap concerning digital marketing strategies specifically tailored to MSME financing products within the Islamic banking context in Indonesia and offer practical implications for banks and regulators seeking to strengthen digital financial inclusion.
Analysis of the Effectiveness of Quick Response Code Indonesian Standard (QRIS) As A Digital Payment Tool Among Students Gina Puspita; Aen Fariah
Journal of Economic Development and Village Building Vol. 4 No. 2 (2026): Journal of Economic Development and Village Building
Publisher : Politeknik Siber Cerdika Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59261/jedvb.v4i2.103

Abstract

The rapid expansion of digital payment systems has accelerated the adoption of the Quick Response Code Indonesian Standard (QRIS) across various sectors, including higher education. Although QRIS has become a widely used cashless payment method in Indonesia, empirical evidence regarding its effectiveness among university students remains limited. This study aims to analyze the effectiveness of QRIS as a digital payment instrument among students and identify the factors influencing its use. A descriptive quantitative approach was employed by distributing online questionnaires to 90 active students selected through purposive sampling, representing 30% of the total population of 300 students using mobile banking or digital wallets. Effectiveness was measured using four indicators: perceived ease of use, perceived usefulness, time efficiency, and transaction security. The research instrument was tested for validity using Pearson product-moment correlation and reliability using Cronbach's Alpha, with all items meeting the accepted validity criteria and demonstrating satisfactory reliability (Cronbach's Alpha > 0.70). Descriptive statistical analysis revealed an average effectiveness index of 84.5%, indicating that respondents generally perceived QRIS as highly effective based on the predetermined assessment criteria. The primary factors supporting positive perceptions were transaction speed, convenience, and the elimination of the need for physical cash or change. However, internet connectivity instability and mobile device limitations, particularly low battery conditions, remained the main obstacles affecting transaction continuity. These findings contribute to the literature on digital payment adoption by providing empirical evidence on QRIS effectiveness among university students and offering practical insights for improving the quality and reliability of digital payment services in higher education environments.
Co-Authors Agus Rahayu Gina Puspita Saeful Anwar