Strategi pemasaran multikanal dan pengaruhnya terhadap loyalitas nasabah bank syariah
Abstract
Islamic banking in Indonesia is growing rapidly in line with increasing public awareness of Islamic financial principles. However, amidst increasingly fierce competition and advances in digital technology, Islamic banks face challenges in maintaining customer loyalty. One important strategic approach is the use of multi-channel marketing, a strategy that combines various physical and digital channels to create a consistent and connected service experience.This paper reviews the concept of a multi-channel marketing strategy in Islamic banking, its impact on customer loyalty, and the challenges and opportunities in its implementation. Using a descriptive qualitative approach based on literature review, we found that integrating various marketing channels such as branches, mobile applications, internet banking, and social media can increase customer satisfaction and trust, which in turn strengthens loyalty.Furthermore, the success of this strategy is determined by the bank's ability to balance the integration of technology, human resources, and Sharia principles. Challenges such as the lack of digital infrastructure, limited Sharia financial literacy, and system integration costs need to be addressed through collaboration between regulators, financial institutions, and educational institutions. Therefore, a multi-channel strategy that is in line with Islamic values not only increases marketing effectiveness, but also strengthens the image and public trust in Islamic banks.
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References
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Umum, B., & Periode, S. (2020). Sania Nabillah dan Ulfi Kartika Oktaviana. Rudianto 2013.
Afwadzi, B., & Djalaluddin, A. (2024). PENGEMBANGAN EKONOMI BERBASIS SYARIAH DI ERA DIGITAL : Ekonomi berbasis syariah yang digadang-gadang sebagai solusi dan memiliki problem yang cukup rumit . Salah satu problem yang muncul adalah ini tentu saja paradoks dengan label negara Muslim terbesar . Pengembangan Ekonomi Berbasis Syariah, 5(1), 17.
Fitriyah, F., Wardana, G. K., Handayati, P., & Maharani, S. N. (2024). Profitabilitas: Struktur Modal, Kebijakan Dividen, Nilai Bank dan Ukuran Bank Perbankan Syariah di Dunia. Iqtishoduna, 20(1), 93–107. https://doi.org/10.18860/iq.v20i1.26445
Imron, N. I., Siswanto, & Jalaluddin, A. (2023). Analisis Komparatif Risiko Keuangan Pada Perbankan Syariah Di Negara Indonesia, Brunei Darussalam Dan Malaysia. Jurnal Tabarru’: Islamic Banking and Finance, 6(1), 1–11. https://doi.org/10.25299/jtb.2023.vol6(1).11141
Mustaqilla, N. (2023). Implementasi Akad Wakalah pada Fintech Peer-To-Peer (P2P) Lending di Indonesia. TAWAZUN : Journal of Sharia Economic Law, 5(2), 236. https://doi.org/10.21043/tawazun.v5i2.15000
Putri, D. S. P., & Rahayu, Y. S. (2019). PENGARUH DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK JASA PADA FINTECH SYARIAH(Studi Pada Erahn.id). Jurnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah, 7(3), 1077–1092.
SCHEIN, E. H. (1992). No Titleהחברה הקיבוצית- שינוי והמשכיות. שפר, י’ ושפירא, ר’., 5–6.
Umum, B., & Periode, S. (2020). Sania Nabillah dan Ulfi Kartika Oktaviana. Rudianto 2013.
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