STRATEGI PEMASARAN FINTECH SYARIAH DALAM MENINGKATKAN LITERASI KEUANGAN SYARIAH GENERASI Z DI DESA KWALA PESILAM

Abstract

The development of digital technology has encouraged the use of digital financial services, including Sharia-compliant fintech. However, the increasing use of technology has not been fully accompanied by Generation Z’s understanding of Sharia principles and Islamic financial services. This study aims to analyze the marketing strategies of Sharia-compliant fintech in enhancing Generation Z’s Islamic financial literacy and to examine the role of social media, influencers, and digital content in shaping Generation Z’s understanding of Sharia-compliant fintech. This study employed a qualitative approach with a case study design. The research informants consisted of eight Generation Z individuals in Kwala Pesilam Village who were selected purposively until data saturation was reached. Data were collected through semi-structured in-depth interviews, non-participant observation, and documentation. Data analysis employed the interactive model of Miles, Huberman, and Saldaña through data condensation, data display, and conclusion drawing and verification. The findings indicate that marketing strategies for Sharia-compliant fintech targeting Generation Z are still predominantly focused on digital advertising through TikTok, Instagram, and Facebook. Marketing content tends to be formal, less interactive, and not yet fully aligned with the characteristics of Generation Z. The Islamic financial literacy of the informants ranged from low to moderate. Although the informants demonstrated the ability to use digital technology, their understanding of Sharia-compliant fintech, Islamic contracts (akad), and the differences between Sharia-compliant and conventional financial services remained limited. The use of digital financial services was primarily driven by convenience and promotional offers. Therefore, Sharia-compliant fintech marketing needs to integrate promotional and educational functions through digital content that is simple, engaging, and aligned with the characteristics of Generation Z, supported by community-based socialization.