Strategi Komunikasi Digital Bank Syariah Dalam Meningkatkan Literasi Keuangan Pengguna Media Sosial Generasi Z
Abstract
This study aims to analyze Islamic banks’ digital communication strategies for improving Generation Z’s Islamic financial literacy and to understand how social media users interpret educational content delivered through digital platforms. The study employs a qualitative approach with thematic analysis to explore participants’ experiences and interpretations of the phenomenon under investigation. Data were collected through semi-structured interviews, digital observation, and documentation from 15 Generation Z informants aged 18–25 who reside in Bekasi Regency and actively access Islamic banks’ social media content. Informants were selected using purposive sampling. Data analysis was conducted using a thematic analysis approach through a process of coding, theme grouping, and interpretation of meaning.References
Ali Alruthaya, Thanh-Thuy Nguyen, and Sachithra Lokuge, “The Application of Digital Technology and the Learning Characteristics of Generation Z in Higher Education,” Education and Information Technologies 27, no. 5 (2022): 6863–6893.
Aulia, N., G. Irianto, and M. Fariantin. “Islamic Financial Literacy among Generation Z in the Digital Era.” Journal of Islamic Economics Studies 8, no. 1 (2025): 45–59.
Braun, Virginia, and Victoria Clarke. Thematic Analysis: A Practical Guide. London: Sage Publications, 2022.
Bryman, Alan. Social Research Methods. 6th ed. Oxford: Oxford University Press, 2024.
Carl I. Hovland, Irving L. Janis, and Harold H. Kelley, Communication and Persuasion: Psychological Studies of Opinion Change (New Haven, CT: Yale University Press, 1953).
Chaffey, Dave, and Fiona Ellis-Chadwick. Digital Marketing: Strategy, Implementation and Practice. 8th ed. Harlow: Pearson Education, 2022.
Creswell, John W., and Cheryl N. Poth. Qualitative Inquiry and Research Design: Choosing Among Five Approaches. 5th ed. Thousand Oaks, CA: Sage Publications, 2024.
D. Patrisia, Abror, Datgir, and R. Rahayu, “Generation Z's Financial Behavior: The Role of Islamic Financial Literacy,” ISRA International Journal of Islamic Finance 15, no. 2 (2023): 20–37.
Denzin, Norman K., and Yvonna S. Lincoln. The Sage Handbook of Qualitative Research. 6th ed. Thousand Oaks, CA: Sage Publications, 2023.
Flick, Uwe. An Introduction to Qualitative Research. 7th ed. London: Sage Publications, 2021.
Hassoun, Amelia, Ian Beacock, Sunny Consolvo, Beth Goldberg, Patrick Gage Kelley, and Daniel M. Russell. “Practicing Information Sensibility: How Gen Z Engages with Online Information.” 2023.
H. Yanto, N. Ismail, Kiswanto, N. M. Rahim, and N. Baroroh, “The Roles of Peers and Social Media in Building Financial Literacy among the Millennial Generation: A Case of Indonesian Economics and Business Students,” Cogent Social Sciences 7, no. 1 (2021): 1947579.
Hidayat, R., and A. Rahman. “Islamic Financial Literacy and Saving Interest among Young Adults.” Jurnal Ekonomi dan Keuangan Islam 9, no. 2 (2023): 123–136.
Kaplan, Andreas M., and Michael Haenlein. “Users of the World, Unite! The Challenges and Opportunities of Social Media.” Business Horizons 53, no. 1 (2010): 59–68.
Katz, Elihu, Jay G. Blumler, and Michael Gurevitch. “Uses and Gratifications Research.” Public Opinion Quarterly 37, no. 4 (1973): 509–523.
Kementerian Agama Republik Indonesia. Al-Qur'an dan Terjemahannya. Jakarta: Lajnah Pentashihan Mushaf Al-Qur'an, 2019.
Kietzmann, Jan H., Kristopher Hermkens, Ian P. McCarthy, and Bruno S. Silvestre. “Social Media? Get Serious! Understanding the Functional Building Blocks of Social Media.” Business Horizons 54, no. 3 (2011): 241–251.
Lusardi, Annamaria. “Financial Literacy and the Need for Financial Education: Evidence and Implications.” Swiss Journal of Economics and Statistics 157, no. 1 (2021): 1–8.
Maxwell, Joseph A. Qualitative Research Design: An Interactive Approach. 4th ed. Thousand Oaks, CA: Sage Publications, 2021.
Merriam, Sharan B., and Elizabeth J. Tisdell. Qualitative Research: A Guide to Design and Implementation. 5th ed. San Francisco: Jossey-Bass, 2021.
Naim, M., N. Zahra, and Herlitah. “Determinants of Islamic Banking Adoption among Young Consumers in Indonesia.” International Journal of Islamic Economics and Finance 5, no. 2 (2025): 88–102.
Patton, Michael Quinn. Qualitative Research and Evaluation Methods. 5th ed. Thousand Oaks, CA: Sage Publications, 2025.
Priporas, Constantinos V., Nikolaos Stylos, and Anestis K. Fotiadis. “Generation Z Consumers’ Expectations of Interactions in Smart Retailing.” Computers in Human Behavior 110 (2020): 106382.
Saunders, Mark N. K., Philip Lewis, and Adrian Thornhill. Research Methods for Business Students. 10th ed. Harlow: Pearson Education, 2023.
Journal Template
.png){kind=logo}
