Digital Marketing Communication of Hajj Products at Bank Muamalat Indonesia: A Qualitative Analysis Using the AISAS Model
DOI:
https://doi.org/10.24256/jiis.v6i1.10811Keywords:
Digital Marketing Communication, Islamic Banking, Hajj Products, Bank Muamalat, AISAS ModelAbstract
The digital transformation of Islamic banking has reshaped how financial institutions communicate religiously oriented products, including Hajj savings and financing services. This study examines the digital marketing communication strategies employed by Bank Muamalat Indonesia to promote its Hajj-related products through digital platforms. Using a qualitative case study approach, the research analyzes publicly available digital communication materials, including social media content, website information, and promotional materials related to Hajj banking services. The analysis applies the AISAS (Attention, Interest, Search, Action, Share) model as a conceptual framework to identify communication strategies across different stages of digital consumer engagement. The findings indicate that Bank Muamalat employs platform-specific communication approaches, particularly through Instagram and X (formerly Twitter), to communicate institutional credibility, product information, and service accessibility. Promotional campaigns and educational content are used to attract attention and stimulate interest, while official digital channels provide access to additional product information and service-related actions. However, the available evidence provides limited insight into actual consumer conversion and post-service sharing behavior. The study highlights the potential of the AISAS model for understanding digital marketing communication in Islamic banking while emphasizing the importance of transparent information, religious sensitivity, and integrated digital services in communicating Hajj financial products.
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