Innovative Marketing Strategies in Increasing Islamic Banking Market Share in The Digital Era
Year: 2024
Type: conference-paper
Abstract: The digital era provide opportunities as well as challenges for Islamic banking encouraging the adoption of innovative marketing strategis to expend market share. This study analyzes the implementation of digital marketing strategies in Islamic bank, including the us of technology such a mobile banking, fintech, and social media to attract the millennial generation. The results show that the right technology-based marketing strategy, targeted market segmentation, and promotion through social media have a significant impact on increasing the number of costumers and their loyalty. However, there are challenges such as limited acces to technology in some regions and low digital financial literacy. This research highlights the importance of continuous innovation, improving human resources, and collaborating with regulators to achieve sustainable market share growth. The digital strategy that has been successfully implemented has the potential to strengthen the position of Islamic banking in an increasingly competitive market.
Authors: Fairuz Azzahra Irsyad, Andri Soemitra
Institution: Universitas Islam Negeri Sumatera Utara
Language: English
Subfield: Accounting
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W6911913720