Manajemen Strategi Produk Perbankan Syariah dalam Meningkatkan Edukasi Masyarakat di Indonesia

Abstract

The development of the Islamic banking industry in Indonesia has shown significant growth; however, public understanding of Islamic banking principles and products remains relatively limited. This condition has led to the widespread perception that Islamic banks operate similarly to conventional banks. This study aims to analyze Islamic banking product education strategies as an effort to improve public understanding of the principles, mechanisms, and advantages of Islamic banking products in Indonesia. This research employed a descriptive qualitative approach using a library research method and content analysis technique. Data were collected from scientific articles, academic books, regulations, and other relevant publications related to Islamic banking, marketing strategies, and Islamic financial literacy. The findings indicate that effective educational strategies play a crucial role in enhancing Islamic financial literacy, strengthening public trust, and improving public perceptions of Islamic banking products. Educational initiatives delivered through digital media, educational institutions, community organizations, and religious leaders contribute significantly to increasing public understanding of Islamic banking principles. The study concludes that an education-based marketing strategy is an effective approach to strengthening the competitiveness of Islamic banks while encouraging greater public adoption of Islamic banking products in Indonesia.