SOSIALISASI PRODUK KEUANGAN SYARIAH DALAM MENINGKATKAN NASABAH BANK SYARIAH INDONESIA KCP BELOPA

Abstract

Low Islamic financial literacy and the lack of effective outreach are obstacles in encouraging public interest in Islamic banking services. This study aims to analyze the implementation of Islamic financial product outreach and its impact on increasing the number of customers at Bank Syariah Indonesia KCP Belopa. This study used a descriptive qualitative method with data collection techniques through interviews, observation, and documentation. The results showed that outreach was conducted through two approaches: face-to-face and digital. Face-to-face outreach was carried out through seminars, training, and collaboration with the Ministry of Religious Affairs of Luwu, while digital outreach was carried out through social media and the Byond by BSI application. The main supporting factors included high community participation, support from Ministry of Religious Affairs employees, and trust in the profit-sharing system, while obstacles included low financial literacy and limited extension workers. Overall, the socialization of Islamic financial products had a positive impact on increasing understanding and the number of customers. The face-to-face approach proved more effective than digital methods in building public trust and interest in Islamic banking services.

Rendahnya literasi keuangan syariah serta minimnya sosialisasi yang efektif merupakan kendala dalam mendorong minat masyarakat terhadap layanan perbankan syariah. Penelitian ini bertujuan untuk menganalisis pelaksanaan sosialisasi produk keuangan syariah dan dampaknya terhadap peningkatan jumlah nasabah di Bank Syariah Indonesia KCP Belopa. Penelitian ini menggunakan metode kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa sosialisasi dilakukan melalui dua pendekatan, yaitu tatap muka dan digital. Sosialisasi tatap muka dilaksanakan melalui seminar, pelatihan, dan kerja sama dengan Kementerian Agama Luwu, sedangkan sosialisasi digital dilakukan melalui media sosial dan aplikasi Byond by BSI. Faktor pendukung utama meliputi tingginya partisipasi masyarakat, dukungan pegawai Kemenag, serta kepercayaan terhadap sistem bagi hasil, sementara hambatannya mencakup rendahnya literasi keuangan dan terbatasnya tenaga penyuluhSecara keseluruhan, sosialisasi produk keuangan syariah memberikan pengaruh positif terhadap peningkatan pemahaman dan jumlah nasabah. Pendekatan tatap muka terbukti lebih efektif dibandingkan metode digital dalam membangun kepercayaan dan minat masyarakat terhadap layanan perbankan syariah.

Kata Kunci: Bank Syariah Indonesia, Literasi Keuangan Syariah, Peningkatan Nasabah, Sosialisasi.