Menjembatani Kesenjangan antara Niat dan Perilaku Penggunaan: Kerangka Konseptual Pemasaran Digital Syariah Berbasis Technology Acceptance Model dan Strategi Tech–Taqwa

Abstract

This study aims to explore the marketing strategies implemented by Islamic banks to increase the interest of the millennial generation through optimizing social media in the era of Industry 4.0. The phenomenon of low loyalty of millennials to Islamic banking compared to conventional fintech platforms is the main background of this study. Using a descriptive qualitative method through a systematic literature study approach, this study analyzes various secondary sources to identify the behavioral patterns of Muslim millennial consumers. The results show that the use of social media as a marketing channel will achieve maximum effectiveness if it integrates three main pillars: the creation of inclusive educational content, strategic collaboration with credible influencers, and the implementation of responsive interactive campaigns. Furthermore, these findings emphasize that digital innovation is not merely the adoption of technology, but a means to transform emotional interest into a habit of routinely using Islamic services. The main challenges identified include low Islamic financial literacy and the dominance of the conventional e-wallet ecosystem. This study provides recommendations for Islamic banking practitioners to strengthen the "Tech + Taqwa" strategy to create a banking experience that is accessible, transparent, and relevant to the digital lifestyle of the younger generation.