Proceedings of the 7th International Colloquium on Interdisciplinary Islamic Studies (ICIIS) in conjunction with the 6th Annual Postgraduate Conference on Muslim Society (APCoMS), ICIIS and APCoMS 2024, 17–18 June 2024, Banjarmasin, Indonesia

Research Article

Marketing Communication Strategy for Sharia Shares at PT CGS CIMB Indonesian Securities in The Era of Digital Technology

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  • @INPROCEEDINGS{10.4108/eai.17-6-2024.2349087,
        author={Barliana  Lukitawati and M.Tegar  Irsyadi and Riris  Aishah},
        title={Marketing Communication Strategy for Sharia Shares at PT CGS CIMB Indonesian Securities in The Era of Digital Technology},
        proceedings={Proceedings of the 7th International Colloquium on Interdisciplinary Islamic Studies (ICIIS) in conjunction with the 6th Annual Postgraduate Conference on Muslim Society (APCoMS), ICIIS and APCoMS 2024, 17--18 June 2024, Banjarmasin, Indonesia},
        publisher={EAI},
        proceedings_a={ICIIS AND APCOMS},
        year={2024},
        month={7},
        keywords={marketing communication capital market cimb indonesian securities},
        doi={10.4108/eai.17-6-2024.2349087}
    }
    
  • Barliana Lukitawati
    M.Tegar Irsyadi
    Riris Aishah
    Year: 2024
    Marketing Communication Strategy for Sharia Shares at PT CGS CIMB Indonesian Securities in The Era of Digital Technology
    ICIIS AND APCOMS
    EAI
    DOI: 10.4108/eai.17-6-2024.2349087
Barliana Lukitawati1,*, M.Tegar Irsyadi1, Riris Aishah1
  • 1: Syarif Hidayatullah State Islamic University Jakarta, Indonesia
*Contact email: nana.lukitawati@gmail.com

Abstract

The large number of companies listed on the Indonesian Stock Exchange proves that the capital market in Indonesia is developing rapidly. With the development of marketing technology 4.0, of course, marketing communication strategies have become different. In the capital market, businesses now have to follow digital technology trends that are not yet fully online and also not fully offline. It requires a strategy that is not easy to deal with with consumers from several different generations with different mindsets and different characters. Consumers from several generations meet at once. Baby boomers, generations X, Y, Z, and Alpha. The research method used is a descriptive-qualitative approach with a case study design. With the Miles and Huberman analysis technique. The author's data collection techniques include a literature study, interviews, and observation. The result and conclusion are that CIMB Sharia Securities has carried out comprehensive and complete marketing communications in advertising, public relations, direct and online marketing, promotions, and personal selling.