Research Article
The Role of Digital Marketing in Enlarging Islamic Banking Market Share in Indonesia
@INPROCEEDINGS{10.4108/eai.6-11-2019.2297270, author={Slamet Hidayat and Nurwahidin Nurwahidin and Nurul Huda}, title={The Role of Digital Marketing in Enlarging Islamic Banking Market Share in Indonesia}, proceedings={Proceedings of 3rd International Conference on Strategic and Global Studies, ICSGS 2019, 6-7 November 2019, Sari Pacific, Jakarta, Indonesia}, publisher={EAI}, proceedings_a={ICSGS}, year={2020}, month={11}, keywords={islamic banking digital marketing market share literacy}, doi={10.4108/eai.6-11-2019.2297270} }- Slamet Hidayat
Nurwahidin Nurwahidin
Nurul Huda
Year: 2020
The Role of Digital Marketing in Enlarging Islamic Banking Market Share in Indonesia
ICSGS
EAI
DOI: 10.4108/eai.6-11-2019.2297270
Abstract
This low market share of Islamic banking is influenced by the low level of literacy and inclusion of the community towards Islamic banking financial products and services. For this reason, some efforts and marketing strategies are needed to build massive awareness. Digital marketing as a marketing approach can be adopted in promoting the Islamic banking products and services. This study uses a mixture of qualitative and quantitative approaches to analyze the digital marketing roles from the experts and practitioners. Interviews with experts and practitioners were conducted, survey questionnaires as research instruments were distributed to informants. The Delphi-Analytic Network Process method is used for data analysis, and Super Decisions software as data processing tools. The results showed that to increase literacy, inclusion and enlarge market share of Islamic banking products and services, digital marketing plays role in building public trust, supporting the traditional marketing, developing digital campaigns and mapping target markets.
