REPUBLIKA.CO.ID, JAKARTA – The public awareness on Islamic banking is still a big challenge here, as public are more familiar on commercial banking than Islamic banking. Some Islamic banks admit, they must promote more massively and consistently to the public.    

Bank Muamalat, for instance, finds that the most asked questions are about the differences between commercial bank and Islamic bank. “A lot of people ask about contract and principles in Islamic bank,” Corporate Secretary Bank Muamalat, Meitra N Sari, said on Wednesday.

He admits, Islamic bank needs to boost the socialization, promotion, and education of Islamic bank. The efforts must supported together by Islamic banks and Bank Indonesia as Indonesian central bank. Yet, Sari argues that Islamic bank must be more proactive in this case. “Do not wait the BI to help,” he said.

So far, BI conducts aggressive approach in promoting Islamic banking products. Yet, the approach is not enough without consistent support. “The support will be more effective if Islamic banks are also aggressively promote themselves,” he added.  

Bank Muamalat promotes Islamic bank through several activities, such as visiting the customer and educational organization. And its socialization also involves mass media.

Marketing Communication Group Head BRI Syariah, Hanifah Fibianti, admits, the consistency in socialization and education of Islamic bank should be increased. She argues, public are more familiar with commercial bank instead of Islamic bank. “Promotion is needed because public still hardly know Islamic banking.”

Many special product that can be found in Islamic bank, can complement commercial banking products. Fibianti cited, gold pawn and housing financing with fixed installment are two special products of Islamic banking that cannot be found in commercial banking.

BRI syariah conducted promotion in several way, from individual to massive modes. Fibianti said, their strategic promotion also based on market target.  

Ikuti Whatsapp Channel Republika