<![CDATA[The purpose of this study is to examine the empirical gap between theoretical conceptions and field realities and to analyse the features of Islamic marketing executed by Bank Syariah Indonesia (BSI) at the Padang Bulan Sub-Branch Office. Islamic marketing encompasses not just financial items but also a mission of social justice, education, and da'wah based on fundamental Islamic values including fairness (‘adl), honesty (şidq), transparency (tablīgh), and trustworthiness (amanah). This study used a descriptive qualitative approach, triangulating data through in-depth interviews, field observations, and recording. Internal bank employees, such as marketing officials and customer service agents, as well as current bank clients, made up the main informants. The Miles and Huberman model was used for data analysis, which included data reduction, data display, and conclusion drafting. The findings show that a marketing gap still exists even though BSI KCP Padang Bulan essentially incorporates the aspects of rabbaniyyah (theological), akhlaqiyyah (ethical), al-waqi’iyyah (realistic), and al-insaniyyah (humanistic) into its services. Independent consumer comprehension is hampered by the intricacy of sharia terminology in commercial media and low public literacy. As a result, the fundamental factor in closing this gap is still the optimisation of humanistic personal communication, which guarantees that marketing serves as both a profitable tool and a successful medium for sharia muamalah teaching.]]>
