Analisis Tren Media Sosial Bank Umum Syariah di Indonesia Tahun 2023

Abstract

Islamic banks need to increase Islamic financial literacy to increase their market share, including by conducting outreach and education to the public through social media platforms. Quantitative descriptive studies are needed given the limited information on the marketing performance of Islamic commercial banks related to the use of social media. The purpose of this research is to analyze the latest trend of social media performance of Islamic commercial banks in Indonesia in 2023. The results show that overall, social media accounts of Islamic commercial banks on the Instagram platform have the best performance based on the number of followers. On the other hand, there are still Islamic commercial banks that do not have accounts on social media platforms. Twelve of the 27 social media accounts of Islamic commercial banks still have a number of followers below 10,000, even far below that. Most social media accounts are still not very active when viewed from the average uploads per day. Future research can consider aspects of engagement quality such as liking, commenting, and sharing behavior using qualitative methods by conducting content analysis.

Keywords: Islamic banking, customer engagement, social media