Online Marketing sebagai Strategi Kualitas Layanan pada Perbankan Syariah
DOI:
https://doi.org/10.30603/ab.v18i2.3115Kata Kunci:
online marketing, kualitas layanan, perbankan syariahAbstrak
Strategi pemasaran melalui online menjadi tuntutan bagi setiap Lembaga dalam merespons intensitas penggunaan teknologi di masyarakat. tulisan ini bertujuan untuk menjelaskan perlunya online marketing diimplementasikan pada perbankan syariah sebagai upaya mewujudkan kualitas layanan bagi pelanggan. Studi disandarkan pada penelitian kualitatif dengan sumber data berupa observasi, studi literatur dan dokumentasi dengan analisis deskriptif. Berdasarkan analisis literatur ditemukan bahwa perbankan syariah, perlu beradaptasi dengan tuntutan teknologi untuk mensosialisasikan konsep yang dibangun pada bank syariah. Online marketing memiliki peran penting dalam memberikan informasi kepada masyarakat terkait perbankan syariah dan perbedaannya dengan bank konvensional. Selain itu, online marketing sebagai strategi pemberian kualitas layanan kepada pelanggan dan masyarakat. Factor pendorong keberhasilan bank syariah dalam memasarkan produk secara online tidak terlepas dari; infrastruktur yang memadai, penguasaan literasi digital oleh sumber daya manusia dan kepemimpinan yang inovatif. Dengan pendekatan online marketing, selain dapat berimplikasi pada layanan yang berkualitas juga mampu pemahaman bagi masyarakat dengan efektif dan efisien secara luas. Tulisan ini menyarankan perlunya perbankan syariah responsive dan adaptif atas perkembangan teknologi yang semakin cepat.
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