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All Journal JAM : Jurnal Aplikasi Manajemen Sinkron : Jurnal dan Penelitian Teknik Informatika al-Uqud : Journal of Islamic Economics JURNAL PENELITIAN International Journal of Islamic Business and Economics (IJIBEC) El-Barka: Journal of Islamic Economics and Business Jurnal Ekonomi Syariah, Akuntansi dan Perbankan (JESKaPe) Darmabakti : Junal Pengabdian dan Pemberdayaan Masyarakat Neraca International Journal of Community Service Islamic Business and Finance (IBF) Journal of Islamic Economics Share: Jurnal Ekonomi dan Keuangan Islam CITIZEN: Jurnal Ilmiah Mulitidisiplin Indonesia Journal of Islamic Economics and Finance Jurnal Manajemen dan Perbankan (JUMPA) Journal of Accounting and Digital Finance Neo Journal of economy and social humanities KENDALI: Economics and Social Humanities Jurnal Penelitian Sahmiyya: Jurnal Ekonomi dan Bisnis Journal of Islamic Economics and Finance Velocity: Journal of Sharia Finance and Banking Jurnal Pengabdian Masyarakat Jurnal Hukum Islam Jurnal Social Society LogicLink: Journal of Artificial Intelligence and Multimedia in Informatics International Journal of Islamic Business and Economics (IJIBEC) Nidhomiya: Research Journal of Islamic Philanthropy and Disaster Kajen: Jurnal Penelitian dan Pengembangan Pembangunan
Tamamudin
UIN K.H. Abdurrahman Wahid Pekalongan
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Other

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Tiktok Marketing as a Digital Branding Strategy in Response to change in Generation Z Consumer Behavior Rahmah, Hatma Aura; Tamamudin, Tamamudin
Journal Social Society Vol. 6 No. 2 (2026): April - Juni 2026
Publisher : Pustaka Digital Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54065/jss.6.2.2026.1032

Abstract

The development of digital technology has transformed marketing strategies toward experience-based digital branding, with TikTok emerging as a dominant platform among Generation Z. In Indonesia, the large population of Generation Z makes TikTok a strategic medium for digital marketing through influencer collaborations, viral challenges, and user-generated content. However, existing studies largely focus on quantitative indicators and provide limited insight into consumers’ subjective experiences.This study aims to explore how Generation Z interprets and responds to TikTok marketing strategies as a form of digital branding. A qualitative phenomenological approach was employed by conducting in-depth interviews with 10–15 Generation Z informants aged 18–25 who actively use TikTok and engage with brand content, supported by non-participant observation. Data were analyzed using thematic analysis. The findings indicate that TikTok marketing significantly influences Generation Z’s consumption behavior, particularly through viral content and influencer trust. High levels of engagement enhance brand awareness and emotional attachment, while repeated exposure to trends encourages impulse buying and consumption as a form of social identity. These results highlight TikTok’s effectiveness as a digital branding platform and offer practical implications for brands and MSMEs in developing authentic and engaging marketing strategies.
Pengaruh Tipe Konten Dan Moderasi Event Based Posting Pada Engagement Instagram Bank Syariah Darmawan, Aditya; Tamamudin
E-Jurnal Kajen Vol 9 No 02 (2025): Kajen:Jurnal Penelitian dan Pengembangan Pembangunan
Publisher : Bapperida Kabupaten Pekalongan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54687/jurnalkajenv9201.

Abstract

This study aims to analyze the influence of content type, content format, and event-based posting on the engagement rate of the Instagram account @banksyariahindonesia. A quantitative approach was applied using content analysis of 200 posts selected through purposive sampling. The dependent variable was engagement rate, while content type and content format served as independent variables, and event-based posting functioned as a moderating variable. Data were analyzed using dummy-based multiple linear regression and moderated regression analysis. The results indicate that promotional content significantly increases engagement rate, whereas content format does not show a significant effect when examined without contextual considerations. Additionally, event-based posting was found to increase engagement rate and moderate the relationship between promotional content and video format with engagement rate. These results indicate that the effectiveness of digital marketing strategies for Islamic banking is driven more by contextual relevance and timing rather than by the structural form of the content itself.
Sharia-Compliant Digital Marketing: Trends and Challenges in Indonesia's Financial Sector (2024-2025) Samudra, Dio; Tamamudin, Tamamudin
Neo Journal of economy and social humanities Vol 4 No 3 (2025): Neo Journal of Economy and Social Humanities
Publisher : International Publisher (YAPENBI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/nejesh.v4i3.342

Abstract

The rapid digitalization of Indonesia's financial sector has created unprecedented opportunities and challenges for Sharia-compliant institutions seeking to expand their market reach while adhering to Islamic principles. This literature review examines the current trends and challenges in digital marketing practices among Indonesian Islamic financial institutions from 2024 to 2025. Through a systematic analysis of 45 peer-reviewed articles, regulatory documents, and industry reports, this study identifies key developments in Sharia-compliant digital marketing strategies, including the adoption of artificial intelligence, social media engagement, and mobile-first approaches. The findings reveal that while Indonesian Islamic financial institutions have successfully leveraged digital platforms to enhance customer acquisition and retention, significant challenges persist in ensuring full Sharia compliance in digital advertising, managing cybersecurity risks, and addressing the digital divide among target demographics. The research identifies four primary trends: increased use of Islamic fintech partnerships, personalized halal investment recommendations through AI, community-driven social media campaigns, and blockchain-based transparent financial products. Key challenges include regulatory ambiguity regarding digital Sharia compliance, competition from conventional digital banks, limited digital literacy among traditional Islamic banking customers, and the need for specialized talent in both Islamic finance and digital marketing. This study contributes to the growing body of knowledge on Islamic digital finance by providing a comprehensive overview of current practices and offering strategic recommendations.
Co-Authors Achmad Tubagus Surur Ade Dedi Rohayana ADELLA, DESY Ali Muhtarom Anas Hidayat Anas Hidayat Arisnawati, Nur Fani Ayatullah Ayatullah, Ayatullah Ayatullah Sadali Darmawan, Aditya Desy Prastyani Devy, Happy Sista Fadillah Syaufii, Farah Fatikha, Naeli Firdaus, Muhammad Izzat Hendri Hermawan Adinugraha Hermawan Adinugraha, Hendri Himamuna, M Nafid Ikawati, Ikawati Indah Purwanti Izza, M Izza, Muh Khusnul Marom M. Sultan Mubarok Machruf, Awalludin Mansur Chadi Mursid Marotina, Nia maulana rizki Mochamad Yusuf Mohammad Reza Maulana, Mohammad Reza Mohammad Rosyada Muhammad Aris Syafi'i Muhammad Rikzam Kamal Naja, Hilya Najmudin, Mohamad Nugroho, Agus Susilo Nur Istiqomah Palupi, Yuniarsih Endah Perdana, Baratadewa Sakti Rahmah, Hatma Aura Rifqi, Husni Muhammad Ritanti, Nabila Khoirunnisa rizky andrean Rizqi Toyibah Rohmad Abidin Rohmad Abidin, Rohmad Rosalina, Ulfa Rosyada, Mohammad Rusyida, Wilda Yulia Sadali, Ayatullah Saddam Husein Saddam Husein Samudra, Dio Saputri, Diva Eka Sejati, Dhimas Ilham Setiawan, Drajat Shinta Dewi Rismawati Sulaiman Helmi Suryo, Ibnu Syakirunni'am, Luqman Tubagus Surur, Achmad Versiandika Yudha Pratama