Proceedings of 3rd International Conference on Strategic and Global Studies, ICSGS 2019, 6-7 November 2019, Sari Pacific, Jakarta, Indonesia

Research Article

The Role of Digital Marketing in Enlarging Islamic Banking Market Share in Indonesia

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  • @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
Slamet Hidayat1,*, Nurwahidin Nurwahidin1, Nurul Huda2
  • 1: Universitas Indonesia, Jl. Salemba Raya No. 4, Jakarta Pusat, DKI Jakarta, Indonesia
  • 2: Universitas YARSI, Jl. Letjend Suprapto No.1, Cempaka Putih, Jakarta Pusa
*Contact email: slamhidayat1@gmail.com

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.