The Effectiveness of Social Media Marketing Compared to Other Marketing in The Islamic Banking Sector in Indonesia

Abstract

Technology around the world, including Indonesia, is developing every era. Through the internet network, technology delivers information and services faster. One company whose operations are inseparable from technology is Islamic banking, this company is engaged in providing products and services based on Islamic principles. In the 2020-2025 Islamic banking development roadmap, banks are required to develop technological infrastructure, to serve customers faster, more conveniently, and better. One of the things done to realize this is digital innovation of products and services through social media, supported by the increasing condition of internet users and Indonesia ranks tenth highest in the world in terms of social media use. This is a great opportunity for Islamic banking to develop its business through social media marketing strategies and continue to implement other marketing strategies such as face-to-face interaction, advertising, and brochures. By implementing two marketing strategies, it is necessary to measure their effectiveness. This research was conducted using quantitative methods, using primary questionnaire data, and the EPIC Model consisting of Empathy, Persuasion, Impact, Communication. The data results were processed using SPSS with non-parametric tests and Kruskal Wallis tests, the results of the analysis showed an average effectiveness value of social media marketing of 3.720, greater than other marketing values ​​​​which have an effectiveness value of only 3.605. It is hoped that in the future research can carry out other measurements such as profitability.