Strategi Komunikasi Pemasaran Syariah BSI dalam Membangun Brand Religiosity di Platform Instagram dan TikTok

Strategi Komunikasi Pemasaran Syariah yang dilakukan BSI dalam membangun brand religiosity di media sosial

Authors

  • Prasetyo Adinugroho Adi Universitas Pakuan

DOI:

https://doi.org/10.30651/jms.v11i1.29039

Abstract

Perkembangan perbankan syariah di Indonesia yang signifikan mendorong Bank Syariah Indonesia (BSI) untuk membangun citra merek yang kuat secara komersial sekaligus autentik dalam nilai-nilai keislaman. Penelitian ini menganalisis strategi komunikasi pemasaran syariah BSI dalam membangun brand religiosity di platform Instagram (@bsimaslahat) dan TikTok (@lifewithbsi) dengan menggunakan kerangka teori Mind Share, Market Share, dan Heart Share. Metode kualitatif deskriptif diterapkan melalui observasi konten, wawancara, dan analisis dokumentasi. Hasil penelitian menunjukkan bahwa BSI menerapkan strategi diferensiasi: di Instagram berfokus pada pendekatan estetis-informatif untuk membangun citra profesional dan religius, sedangkan di TikTok mengadopsi pendekatan hiburan-relatable dengan konten kreatif bernilai Islami. Ketiga konsep pemasaran syariah terimplementasi secara sinergis: Mind Share dibangun melalui edukasi dan konten religius; Heart Share dibentuk melalui ikatan emosional-spiritual yang merefleksikan nilai shiddiq, amanah, tabligh, fathanah; dan Market Share diraih melalui konversi nasabah berbasis loyalitas religius. Penelitian menyimpulkan bahwa integrasi strategi komunikasi pemasaran syariah di kedua platform tersebut efektif membangun brand religiosity yang berkontribusi terhadap peningkatan kesadaran merek, keterikatan emosional, dan perluasan pangsa pasar BSI di kalangan generasi muda Muslim.

Published

2026-02-12

How to Cite

Adi, P. A. (2026). Strategi Komunikasi Pemasaran Syariah BSI dalam Membangun Brand Religiosity di Platform Instagram dan TikTok: Strategi Komunikasi Pemasaran Syariah yang dilakukan BSI dalam membangun brand religiosity di media sosial. Jurnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah, 11(1). https://doi.org/10.30651/jms.v11i1.29039

Issue

Vol. 11 No. 1 (2026)

Section

Artikel

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