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All Journal Revenue: Jurnal Manajemen Bisnis Islam Journal of Indonesian Sharia Economics Moderasi : Journal of Islamic Studies
Nursaman, Nursaman
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Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Journal : Journal of Indonesian Sharia Economics

 1 
Transformasi Strategi Marketing Syariah dalam Pengembangan Bisnis Perbankan Syariah Modern Nursaman, Nursaman; Syam, Surya Darma
JIOSE: Journal of Indonesian Sharia Economics Vol 4 No 2 (2025): September 2025
Publisher : Fakultas Syariah dan Ekonomi Islam Institut Pesantren Mathali'ul Falah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35878/jiose.v4i2.1808

Abstract

The background of this research stems from the need of Islamic banking to develop marketing strategies that are not only profit-oriented but also consistently uphold compliance with Sharia principles. This study employs a library research method with a qualitative approach, while data were collected through digital documentation from various related literatures. The findings indicate that Sharia marketing management in banking requires concrete analyses and steps, including goal setting, identification of characteristics, determination of concepts and foundations, understanding of the environment, strategy formulation, market segmentation, pricing strategies, promotional strategies, and efforts to enhance customer satisfaction in accordance with Sharia principles. The transformation of Sharia marketing strategies in Islamic banking in the modern era demands synergy between human resource competencies, accurate market segmentation, product innovation, and the utilization of digital technology based on Sharia principles. These strategies are not only oriented toward increasing profitability but also emphasize public benefit, sustainability, and social justice as the embodiment of maqāṣid al-sharīʿah. The findings affirm the importance of integrating Sharia values and digitalization into marketing management practices to strengthen the competitiveness and sustainability of Islamic banking in the modern era.
Co-Authors Ersi Sisdianto Syam, Surya Darma