<![CDATA[This study aims to examine the digital marketing strategy of Bank Muamalat Bengkulu Branch in facing banking competition in the digital era and to identify supporting and inhibiting factors. The study employed a descriptive qualitative approach. Data were collected through observation, interviews, and documentation. The informants consisted of personnel involved in digital marketing and customer services and three active Bank Muamalat customers. The interviews were conducted on 9 July 2026. The strategy was analyzed using the 4P marketing mix: product, price, place, and promotion. The findings indicate that Bank Muamalat Bengkulu Branch introduces its products through Muamalat DIN, the official website, social media, digital advertising, and cooperation with various parties. In terms of price, information on administrative fees and profit-sharing arrangements is communicated through digital media, customer service, and educational activities. In terms of place, digital services enable customers to access information and conduct transactions without visiting the branch. Promotion uses Instagram, WhatsApp, TikTok, YouTube, webinars, educational content, customer testimonials, and digital advertising. Supporting factors mentioned by informants include technological development, increasing internet and smartphone use, social media, wider internet access, and Muamalat DIN. Inhibiting factors include limited public understanding of Islamic banking, some customers' unfamiliarity with digital services, competition with other banks, and network and technical problems reported by customers. Qualitatively, the interviewed customers expressed positive views regarding the convenience of digital services, while also identifying the need for feature development and technical improvements.]]>
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