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The development of Islamic banking in Indonesia faces challenges in attracting customers, especially younger generations who are more familiar with digital technology. Digital marketing has become an important strategy for reaching a wider market segment through social media, websites, and mobile applications. This study uses a literature review method to analyze the effectiveness of digital marketing in increasing customer interest in Islamic banking. The results of the study show that educational, interactive, and transparent digital marketing can increase customer awareness, trust, and emotional attachment to Islamic products. The factors for the success of this strategy include content quality, ease of access to digital services, content segmentation according to customer profiles, and multichannel communication integration. However, the effectiveness of digital marketing is still limited by the scarcity of educational content, human resource capacity, and the level of digital literacy among the public. This study concludes that optimizing creative, personalized, and educational digital marketing strategies is key for Islamic banking to increase customer interest and loyalty.

The rapid development of digital technology demands that Islamic banks innovate to compete with conventional banks and digital financial institutions. This study aims to analyze the product differentiation strategies implemented by Islamic banks to increase competitiveness in the digital era. The research method used is a descriptive qualitative approach, with data collected through literature studies, interviews, and observations of Islamic banks' digital services. The results indicate that product differentiation strategies are implemented through the development of digital services based on Sharia principles, improving the quality of mobile banking services, and creating innovative products that meet the needs of millennials and digital natives. Furthermore, the application of the values of transparency, fairness, and sustainability serves as a competitive advantage that distinguishes Islamic banks from conventional competitors. In conclusion, the success of product differentiation in the digital era depends on the ability of Islamic banks to integrate technological innovation with Sharia values, thereby increasing customer trust and loyalty and strengthening their competitive position in the digital financial industry.

This study uses a qualitative method with a case study approach to analyze the marketing strategies employed by Bank Syariah Indonesia (BSI) in increasing market share through the utilization of information technology. In the rapidly evolving digital era, the use of information technology has become a crucial factor for Islamic financial institutions to reach a wider customer base and provide more effective and efficient services. This study examines how BSI integrates digital technology into its marketing strategies, including the use of online platforms, mobile banking applications, and social media for product education and promotion. The findings reveal that the utilization of information technology not only improves service accessibility but also strengthens customer relationships through more personal and responsive interactions. This strategy contributes to increased customer loyalty and expands BSI’s market share amid competition in the Islamic banking industry. This study provides valuable insights for developing digital marketing in the Islamic financial sector that is adaptive to technological advancements.  

The development of the Islamic banking sector in Indonesia reflects a response to the public's need for a banking system that not only provides sound financial services, but also adheres to sharia principles. PT Bank Syariah Indonesia as a major player in this sector has to face the changes that occur due to high competition in an effort to win customer trust and support. Currently, customer behaviour in the Indonesian banking industry is very diverse. Low administrative costs are also an important consideration for customers. The importance of these factors in customer decision-making has been recognised by modern banks, which now realise that customers do not only consider interest rates or financial benefits, but also want the sophistication and full features of banking products. Technological advancement, especially in mobile banking, has become a significant trend, not only in developed countries but also in developing countries such as Indonesia. Mobile banking, as one of the service products offered by PT Bank Syariah Indonesia, is an important factor in students' decision to open an account online. The existence of good virtual services from Bank Syariah Indonesia, especially through the mobile banking platform, is a major attraction for students, given their dependence on technology and the need for convenience in transactions.

The objective of this article is to examine the elements that impact the inclination of customers of Indonesian Islamic banks, specifically those in KC Medan Ahmad Yani, to utilize mobile banking. Technology has significantly influenced people's lives, and the banking industry has utilized the internet to enhance their services. This has resulted in the emergence of mobile banking, which refers to banking services accessed through mobile phones or, in other words, phone banking. Mobile banking, along with services like ATMs and credit cards, has become essential for Indonesian banks to expand their target market. Currently, mobile banking serves as a primary focal point and an effective operational strategy for banks to enhance their services.The purpose of this analysis is to identify the factors that influence customers' interest in using mobile banking and the strategies employed to increase customer engagement. Additionally, the study aims to ascertain whether mobile banking can be employed as a marketing strategy to drive customer growth at Bank Syariah Indonesia KC Medan Ahmad Yani. Data collection for this research is conducted through a questionnaire, which includes inquiries intended to gather relevant information.

This study aims to analyze the marketing strategy for BSI OTO products at KCP Medan Marelan, the type of research method used is a qualitative method, and data collection is carried out by observation and interviews, the data taken is in the form of observations and also from interviews. interview with BSI KCP Medan Marelan officers. Based on the results of the research it was found that the obstacles in marketing BSI OTO at KCP Medan Marelan included inactivity on social media, tight competition from other banks and also the lack of public understanding in the financing application process. and efforts to Overcoming the existing obstacles, BSI KCP Medan Marelan innovates products that will be adjusted to the needs and desires of customers and also adds application facilities in the form of mobile banking and also the BSI website which can make it easier for customers to carry out various transactions and also understand the products available at BSI. and for the marketing strategy of BSI OTO bank BSI KCP Medan Marelan implementing promotions and excellent service, promotions are carried out such as: distributing and distributing brochures, conducting outreach and also conducting promotions indirectly through social media and also excellent service by CS for customers.