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All Journal Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah Journal of Education and Teaching Learning
Adi, Prasetyo Adinugroho
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Economics, Econometrics & Finance Social Sciences Other

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Strategi Komunikasi Pemasaran Syariah BSI dalam Membangun Brand Religiosity di Media Sosial Adi, Prasetyo Adinugroho
Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah Vol 11 No 1 (2026)
Publisher : Universitas Muhammadiyah Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30651/jms.v11i1.29039

Abstract

Perkembangan perbankan syariah di Indonesia yang signifikan mendorong Bank Syariah Indonesia (BSI) untuk membangun citra merek yang kuat secara komersial sekaligus autentik dalam nilai-nilai keislaman. Penelitian ini menganalisis strategi komunikasi pemasaran syariah BSI dalam membangun brand religiosity di platform Instagram (@bsimaslahat) dan TikTok (@lifewithbsi) dengan menggunakan kerangka teori Mind Share, Market Share, dan Heart Share. Metode kualitatif deskriptif diterapkan melalui observasi konten, wawancara, dan analisis dokumentasi. Hasil penelitian menunjukkan bahwa BSI menerapkan strategi diferensiasi: di Instagram berfokus pada pendekatan estetis-informatif untuk membangun citra profesional dan religius, sedangkan di TikTok mengadopsi pendekatan hiburan-relatable dengan konten kreatif bernilai Islami. Ketiga konsep pemasaran syariah terimplementasi secara sinergis: Mind Share dibangun melalui edukasi dan konten religius; Heart Share dibentuk melalui ikatan emosional-spiritual yang merefleksikan nilai shiddiq, amanah, tabligh, fathanah; dan Market Share diraih melalui konversi nasabah berbasis loyalitas religius. Penelitian menyimpulkan bahwa integrasi strategi komunikasi pemasaran syariah di kedua platform tersebut efektif membangun brand religiosity yang berkontribusi terhadap peningkatan kesadaran merek, keterikatan emosional, dan perluasan pangsa pasar BSI di kalangan generasi muda Muslim.
Media Framing of Children's Rights, Discrimination, and Prevention Efforts in the Educational Environment Adi, Prasetyo Adinugroho
Journal of Education and Teaching Learning Vol.4 No.1 (2026)
Publisher : PT MEDIA JURNAL DAN PENDIDIKAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59211/mjpjetl.v4i1.144

Abstract

Children's rights are fundamental human rights that must be protected. However, violations in the form of bullying and discrimination within educational environments remain a serious problem in Indonesia. This study analyzes media framing of children's rights issues, discrimination, and bullying prevention efforts in Indonesian educational settings using a qualitative descriptive case study approach and Entman’s (1993) framing model. Primary data from national media outlets (Kompas, Saibumi, MetroTVNews, Liputan6, RRI, and Alodokter) covering the period of August to November 2025 show a significant increase in bullying cases, from 285 cases in 2023 to 573 cases in 2024. Physical bullying dominated (55.5%), followed by verbal bullying (29.3%), with cyberbullying also rising sharply by 100%. The media define bullying as a violation of children's rights to protection and a safe education. They diagnose its causes as the lack of school supervision, tolerant norms toward discrimination (based on gender, socio-economic status, and identity), and the influence of social media. In moral judgments, the media portray victims as the vulnerable party and institutions such as KPAI and Komnas PA as defenders of children's rights, while schools and parents are viewed as ethically failing. The recommended solutions include holistic prevention through inclusive curricula, teacher training, psychological support, and child-friendly policies in line with the Convention on the Rights of the Child (CRC) and Law No. 35 of 2014. This framing influences public opinion and policy responses toward creating a discrimination-free educational environment.
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