MINAT MASYARAKAT MUSLIM PADA BANK SYARIAH: PENGARUH SEARCH ENGINE OPTIMIZATION MARKETING, SOCIAL MEDIA MARKETING, DAN LITERASI KEUANGAN SYARIAH

Abstract

The market share of sharia banks was only 6,18% in 2020. This is related to the market share of Islamic banks and the level of Islamic financial literacy of Muslim society in Indonesia is still low. The level of Islamic financial literacy in Indonesian society in 2022 will only be 9,13%. The Muslim community still has minimal financial literacy with various terms and product in Islamic banks. Search engine optimization obtained 41,0% and social media marketing 37,6% which are the two most widely used digital marketing tools to search for product ar brands are the solution to the above problems. This research to related to digital marketing. The Zilenial generation is referred toas the digital generation therefore it is used as teh object of this research. The type of research used a quantitative approach, with data collection techniques using questionnaires. The sample consisted 121 Gen Z respondents in Purwokerto. The sampling technique is a purposive sample with the Lemeshow formula. Data is processed using multiple linear analysis tests using SPSS 25 tools. The results of this study indicate that search engine optimization marketing does not affect the interest of the Muslim community in Islamic banks. Social media marketing and Islamic financial literacy affect the interest of the Muslim community in Islamic banks. Simultaneously, the independent variables in this study have a significant effect on the interest of the Muslim community Gen Z in Purwokerto, which implies that muslim communities who do not yet know and recognize Islamic banks become instereted and decide and are instereted in Islamic bankd based on knowledge og Islamic financial literacy and through marketing from social media and search engine