Online Marketing sebagai Strategi Kualitas Layanan pada Perbankan Syariah


  • Ratri Nurina Widyanti Universitas Teknologi Yogyakarta
  • Mustaqim Pabbajah Universitas Teknologi Yogyakarta
  • Muh. Darwis IAIN Palopo



online marketing, service quality, Islamic bank


Online marketing strategies are a requirement for every institution in responding to the intensity of technology use in society. This paper aims to explain the need for online marketing to be implemented in Islamic banking as an effort to realize quality service for customers. The study is based on qualitative research with data sources in the form of observation, literature studies and documentation with descriptive analysis. Based on the analysis of the literature, it was found that Islamic banking needs to adapt to technological demands to socialize the concepts built on Islamic banks. Online marketing has an important role in providing information to the public regarding Islamic banking and its differences from conventional banks. In addition, online marketing is a strategy for providing quality service to customers and the public. Factors driving the success of Islamic banks in marketing products online are inseparable from; adequate infrastructure, mastery of digital literacy by human resources and innovative leadership. With an online marketing approach, besides being able to have implications for quality services, it can also be widely understood by the community effectively and efficiently. This paper suggests the need for responsive and adaptive Islamic banking to the increasingly rapid technological developments.


Abasimel, N. A. (2022). Islamic Banking and Economics: Concepts and Instruments, Features, Advantages, Differences from Conventional Banks, and Contributions to Economic Growth. Journal of the Knowledge Economy.

Africano, F., Elizabeth, P. S. M., & Parlindungan, R. (2017). Factors affecting profit distribution management of Syariah banks in Indonesia. Advanced Science Letters.

Ahmed, K. M., & Alqasa, M. A. (2022). Exploring the Impact of Service Quality Dimensions on Customer Loyalty with a Moderating Role of Customer trust : An Applied Study on the Saudi Commercial Banks in Eastern Province , Saudi Arabia . International J. of Opers. and Quant. Management.

Ahmed, S., Mohiuddin, M., Rahman, M., Tarique, K. M., & Azim, M. (2022). The impact of Islamic Shariah compliance on customer satisfaction in Islamic banking services: mediating role of service quality. Journal of Islamic Marketing, 13(9), 1829–1842.

An, T. S., Fadilah, S. I., Keikhosrokiani, P., & Samsudin, N. H. (2021). Exploring the Business Intelligence Efficiency in Organizations Among Employees in Penang, Malaysia. 2021 6th IEEE International Conference on Recent Advances and Innovations in Engineering (ICRAIE), 2021, 1–7.

Ansori, A. (2019). Penerapan E-Banking Syariah Pada Sistem Informasi Manajemen Perbankan Syariah. Banque Syar’i : Jurnal Llmiah Perbankan Syariah.

Bankuoru Egala, S., Boateng, D., & Aboagye Mensah, S. (2021). To leave or retain? An interplay between quality digital banking services and customer satisfaction. International Journal of Bank Marketing.

Berakon, I., Aji, H. M., & Hafizi, M. R. (2022). Impact of digital Sharia banking systems on cash-waqf among Indonesian Muslim youth. Journal of Islamic Marketing.

CAESCU, S.-C., BOTEZATU, F., CHIVU, R.-G., POPA, I.-C., & FLORESCU, M. S. (2021). The impact of online marketing on the use of textile packaging: an approach to consumer behaviour. Industria Textila, 72(02), 210–216.

Carr, E. H. (2013). Join the Conversation: Using social media platforms to build business. Print and Promo.

Dz., A. S. (2018). Inklusi Keuangan Perbankan Syariah Berbasis Digital-Banking: Optimalisasi dan Tantangan. Al-Amwal : Jurnal Ekonomi Dan Perbankan Syari’ah.

ER, N. E. (2018). Analisa Perkembangan Jumlah Outlet Kantor Cabang dan Kebutuhan Frontliners di Era Digital Banking (Studi kasus di Bank Syariah Anak Perusahaan dan UUS Bank BUMN di Yogyakarta). IQTISAD, 5(2), 1.

Fatimah, S. B., & Hendratmi, A. (2020). Digitalisasi Pada Bank Mandiri Syariah Di Tengah Persaingan dan Perubahan Teknologi. Jurnal Ekonomi Syariah Teori Dan Terapan.

Georgiadou, E., & Nickerson, C. (2022). Marketing strategies in communicating CSR in the Muslim market of the United Arab Emirates: insights from the banking sector. Journal of Islamic Marketing.

Gunardi, C. G., & Erdiansyah, R. (2019). Pengaruh Citra Merek dan Kualitas Pelayanan terhadap Kepuasan Pelanggan Restoran Mangkok Ku. Prologia, 3(2), 456.

Hadji Latif, S. D. (2021). Knowledge and attitudes towards Islamic banking in the Philippines. Journal of Islamic Accounting and Business Research, 12(2), 169–185.

Hidayat, R., Oktaviani, Y., & Aminudin, A. (2019). Financial Performance of Islamic Banking in Indonesia With Maqasid Shariah Approach. Manajemen Bisnis.

Hsu, K. K. (2019). Discussion on the live broadcast of social media and e-commerce. Proceedings of the International Conference on Electronic Business (ICEB).

Hunjra, A. I., Islam, F., Verhoeven, P., & Hassan, M. K. (2022). The impact of a dual banking system on macroeconomic efficiency. Research in International Business and Finance, 61(April), 101647.

Insan, K. (2019). Customer Relationship Management, Kualitas Layanan dan Loyalitas Nasabah Bank Syariah. Jihbiz : Jurnal Ekonomi, Keuangan Dan Perbankan Syariah.

Islam, M. N., Furuoka, F., & Idris, A. (2021). Mapping the relationship between transformational leadership, trust in leadership and employee championing behavior during organizational change. Asia Pacific Management Review.

Jaenudin, J. (2021). Dinamika Penerapan Akad Syariah dalam Produk Keuangan di Bank Syariah. Asy-Syari’ah.

Jallali, S., & Zoghlami, F. (2022). Does risk governance mediate the impact of governance and risk management on banks’ performance? Evidence from a selected sample of Islamic banks. Journal of Financial Regulation and Compliance, 30(4), 439–464.

Jiang, M., Lin, X., Zhou, X., & Qiao, H. (2022). Research on Supply Chain Quality Decision Model Considering Reference Effect and Competition under Different Decision-Making Modes. Sustainability, 14(16), 10338.

Kaur, S. J., Ali, L., Hassan, M. K., & Al-Emran, M. (2021). Adoption of digital banking channels in an emerging economy: exploring the role of in-branch efforts. Journal of Financial Services Marketing.

Kin, Tai Mei, and Omar Abdull Kareem. 2019. “School Leaders’ Competencies That Make a Difference in the Era of Education 4.0: A Conceptual Framework.” International Journal of Academic Research in Business and Social Sciences 9 (4).

Kitamura, H. (2021). Policymakers’ Logic on Islamic Banking: Islamic Banking as an Ethno-Political Tool in Malaysia. Journal of Current Southeast Asian Affairs, 40(2), 245–265.

Kumar, J., Gupta, A., & Shyam, H. S. (2020). Impact of Services Quality in E-Banking: Evidence From Indian Public Banks. Academy of Marketing Studies Journal.

Kurniawan, M. A., Anwar, M., & Nidar, S. R. (2022). Developing a Strategy for Islamic Money Market Model to Enhance Quality of Islamic Banking Performance during the Pandemic in Indonesia 2021. Quality - Access to Success, 23(190), 261–268.

Latha, G., Karthikeyan, B., & Sitharthasankar, V. (2019). Online Marketing: Problems and Prospects as Perceived by Customers. International Journal of Recent Technology and Engineering, 8(2S6), 738–740.

Leli Indratno, D., & Ramaini, S. (2018). Pengaruh Kepuasan Transaksi Online dan Kepercayaan Terhadap Sikap Konsumen pada E-Commerce (Studi Kasus Pembelian Produk Lazada.Co.Id Pada Mahasiswa di Kota Yogyakarta). JBTI : Jurnal Bisnis Teori Dan Implementasi, 9(2).

Mawarni, R. (2021). Penerapan Digital Banking Bank Syariah Sebagai Upaya Customer Retantion Pada Masa Covid-19. Al Iqtishod: Jurnal Pemikiran Dan Penelitian Ekonomi Islam.

Miarti, L. K. A., & Mudzakar, M. K. (2021). The Influence of the Implementation of Islamic Accounting Standards on the Financial Transactions Management in Islamic Banks. International Journal of Multicultural and Multireligious Understanding.

Muhammad, R., Azlan Annuar, H., Taufik, M., & Nugraheni, P. (2021). The influence of the SSB’s characteristics toward Sharia compliance of Islamic banks. Cogent Business and Management.

Murugeswari, R., & Ramasakthi, G. (2021). Conceptual Analysis of Product Evaluations Using Deep Learning. 2021 International Conference on Advance Computing and Innovative Technologies in Engineering (ICACITE), 820–825.

Musa, H., Natorin, V., Musova, Z., & Durana, P. (2020). Comparison of the efficiency measurement of the conventional and Islamic banks. Oeconomia Copernicana.

Nandal, N., Pruthi, J., & Choudhary, A. (2019). Aspect based sentiment analysis approaches with mining of reviews: A comparative study. International Journal of Recent Technology and Engineering.

Narayan, R., Rout, J. K., & Jena, S. K. (2018). Review Spam Detection Using Opinion Mining. In Advances in Intelligent Systems and Computing (pp. 273–279).

Nel, J., & Boshoff, C. (2020). Traditional-bank customers’ digital-only bank resistance: evidence from South Africa. International Journal of Bank Marketing.

Nel, J., & Boshoff, C. (2021). “I just don’t like digital-only banks, and you should not use them either”: Traditional-bank customers’ opposition to using digital-only banks. Journal of Retailing and Consumer Services.

Nivetha, P., & Sudhamathi, S. (2019). Marketing Trends using Latest Technology. International Journal of Recent Technology and Engineering, 8(2S6), 700–703.

Nugraha, E., Sari, R. M., Sutarman, S., Yunan, A., & Kurniawan, A. (2022). The Effect of Information Technology, Competence, and Commitment to Service Quality and Implication on Customer Satisfaction. International Journal of Technology, 13(4), 827.

Nurdin, N., & Yusuf, K. (2020). Knowledge management lifecycle in Islamic bank: The case of syariah banks in Indonesia. International Journal of Knowledge Management Studies.

OJK. (2019). Statistik Perbankan Syariah September 2019. Otoritas Jasa Keuangan, 53(9), 1689–1699.

Oktavia, R., Krisnaningsih, D., & Widiastuti, T. (2021). Development of Strategy and Subtainability of Bank Syariah Mandiri Management in The Face of Covid-19 Pandemic. IQTISHODUNA: Jurnal Ekonomi Islam.

Pabbajah, Mustaqim., Widyanti, Ratri Nurina & Widyatmoko, W. F. (2019). The Factors of Service, Religiosity and Knowledge in the Decision of Customers To Save Funds In Sharia Banks In Yogyakarta City. International Journal of Business, Humanities, Education, and Social Sciences, 1(2), 13–26.

Pabbajah, M, Jubba, H., Widyanti, R., Pabbajah, T., & Iribaram, S. (2020). Internet of Religion: Islam and New Media Construction of Religious Movements in Indonesia.

Pabbajah, Mustaqim, Jubba, H., Abdullah, I., Pabbajah, M. T. H., & Juhansar. (2021). From the scriptural to the virtual: Indonesian engineering students responses to the digitalization of Islamic education. Teaching Theology and Religion.

Pandiyarajan, R., & Shanmugavadivel, K. (2022). Opinion Mining For User Experience Evaluation Model Using Bayesian Estimation Of Markov Chain Monte Carlo Technique. DYNA, 97(2), 189–194.

Ridwan, R., & Mayapada, A. G. (2020). Does sharia governance influence corporate social responsibility disclosure in Indonesia Islamic banks? In Journal of Sustainable Finance and Investment.

Saâdaoui, F., & Khalfi, M. (2022). Revisiting Islamic banking efficiency using multivariate adaptive regression splines. Annals of Operations Research.

Santos, A. A. dos, & Ponchio, M. C. (2021). Functional, psychological and emotional barriers and the resistance to the use of digital banking services. Innovation and Management Review.

Shah, S. A. A., Sukmana, R., & Fianto, B. A. (2020). Integration of Islamic bank specific risks and their impact on the portfolios of Islamic Banks. International Journal of Islamic and Middle Eastern Finance and Management.

Shin, J. W., Cho, J. Y., & Lee, B. G. (2020). Customer perceptions of Korean digital and traditional banks. International Journal of Bank Marketing.

Stojkovski, V., & Nenovski, B. (2021). Digital services as a tool for creating competitive advantage in the banking sector in north Macedonia. Journal of Liberty and International Affairs.

Suhartanto, A., Zulkarnain, I. A., & Yuda, Y. P. (2020). Simple Additive Weighting Method for The Assessment of Sharia Banking Performance. INTENSIF: Jurnal Ilmiah Penelitian Dan Penerapan Teknologi Sistem Informasi.

Sukardi, ., Wildan, ., & Subhani, A. (2022). The Quality of Entrepreneurship Development Service Vocational High School: Assesment with Servqual Model. Journal of Educational and Social Research, 12(2), 126.

Sun, W. (2020). Online marketing innovation of e-commerce enterprises based on consumer psychology. Revista Argentina de Clinica Psicologica.

Talib, A. M. (2022). Zakat Banking: Giving Loans Without Interest. In Lecture Notes in Networks and Systems (pp. 165–176).

Tian, Y., Zhao, M., Liu, M., Liao, Y., Huang, C., & Hu, M. (2022). Hybrid modeling methodology for integrating customers’ behaviors into system simulation to improve service operations management. Simulation Modelling Practice and Theory, 115, 102445.

Utama, A. S. (2021). Digitalisasi Produk Bank Konvensional Dan Bank Syariah Di Indonesia. Jurnal Justisia : Jurnal Ilmu Hukum, Perundang-Undangan Dan Pranata Sosial.

Widyatmoko, Widi Fajar., M. Pabbajah.,& R.N. Widyanti. (2020). The Character of Leadership In Human Resources Development : A Critical Review. International Journal of Management, Innovation & Entrepreneurial Research, 6(2), 1–9.

Worimegbe, P. M., Abosede, A. J., & Oladimeji, M. S. (2022). Cultural Typology, Service Quality and Firm Competitiveness. Humanities, Arts and Social Sciences Studies, 22(2), 359–370.

Yusfiarto, R., Nugraha, S. S., Pambudi, D. S., & Pambekti, G. T. (2022). Islamic Banking and Loyalty: Service Quality, Intimacy or Religious Driven? Studies in Business and Economics, 17(2), 300–318.

Zurni, Z. S. (2005). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Mahasiswa Menggunakan Perpustakaan USU. Jurnal Studi Perpustakaan Dan Informasi, Vol 1(No 1), 28–36.




How to Cite

Widyanti, R. N., Pabbajah, M. ., & Darwis, M. (2022). Online Marketing sebagai Strategi Kualitas Layanan pada Perbankan Syariah. Al-Buhuts, 18(2), 658–672.