Reconfiguration of Sharia Banking Marketing in The Digital Era: Sustainability-based Capitalization Practices at Bank Syariah Indonesia
Keywords:
Bank Syariah Indonesia;, Digitalization, Marketing Innovation, Sustainability-basade CapitalizationAbstract
This study aims to analyze the reconfiguration of Sharia banking marketing in the digital era through capitalization practices implemented by Bank Syariah Indonesia (BSI). The main focus of the study is on how the digitization of sharia banking products and services functions not only as an instrument of marketing innovation but also as a strategy for creating and accumulating value within the framework of sharia banking business. This research uses a qualitative approach with a secondary data analysis method sourced from the Annual Reports of Bank Syariah Indonesia for the years 2021-2024. The results show that the digitization of sharia banking marketing at BSI has reconfigured the pattern of interaction between the bank and customers through increased operational efficiency, market expansion, and strengthened institutional competitiveness in the national sharia banking industry. These digital capitalization practices are reflected in the optimization of digital service platforms, integration of data-based marketing systems, and transformation of Sharia product distribution models. However, this process also presents new challenges, particularly related to consistency in compliance with Sharia principles, financial risk governance, and protection of customer trust amidst the logic of efficiency and market expansion. This study affirms that the digitization of sharia banking marketing is not merely a technological innovation but part of a capitalization strategy that requires a balance between business rationality and normative sharia values.
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