Optimizing Social Media Usage for Community Education and Islamic Financial Literacy Development at Islamic Banking Schools

Syamsiah Muhsin; Hasmawati Hasmawati; Dian Novianti; Nursyamsiah Nursyamsiah; Nur Annida  Ahmad

doi:10.37680/qalamuna.v17i2.7664

Authors

Syamsiah Muhsin Institut Agama Islam DDI Sidrap
Hasmawati Hasmawati Institut Agama Islam DDI Sidrap
Dian Novianti Institut Agama Islam DDI Sidrap
Nursyamsiah Nursyamsiah Institut Agama Islam DDI Sidrap
Nur Annida Ahmad Institut Agama Islam DDI Sidrap

DOI:

https://doi.org/10.37680/qalamuna.v17i2.7664

Keywords:

Community Education; Islamic Banking Schools; Islamic Financial Literacy; Social Media Optimization; Structural Equation Modeling

Abstract

This study examines the effect of optimizing social media usage on community education and its impact on enhancing Islamic financial literacy among students at Islamic Banking Schools. Social media optimization is considered a strategic tool for disseminating financial knowledge and promoting Islamic values that align with the needs of younger generations. The research employed a quantitative approach using Structural Equation Modeling (SEM). Data were collected through surveys administered to 93 purposively sampled students from Islamic Higher Education Institutions in South Sulawesi. The results reveal that social media optimization has a significant positive effect on community education. Furthermore, community education is important in improving students’ Islamic financial literacy. Another key finding indicates that community education partially mediates the relationship between social media optimization and Islamic financial literacy. In conclusion, the study highlights the importance of integrating well-managed social media platforms with structured educational programs to strengthen Islamic financial literacy in academic environments. Practical recommendations suggest that Islamic Banking Schools should invest in developing interactive and culturally relevant digital content, while also enhancing the capacity of educators and media managers to maximize engagement and ensure effective knowledge dissemination.

Downloads

Download data is not yet available.

References

Ajina, A. S. (2019). The Role of Social Media Engagement in Influencing Customer Loyalty in the Saudi Banking Industry. International Review of Management and Marketing, 9(3), 87–92. https://doi.org/10.32479/irmm.8060

Alaaraj, H., & Bakri, A. (2020). The Effect of Financial Literacy on Investment Decision Making in Southern Lebanon. International Business and Accounting Research Journal, 4(1), 37. https://doi.org/10.15294/ibarj.v4i1.118

Alalwan, A., Rana, N., Dwivedi, Y., & Algharabat, R. (2017). Social Media in Marketing: A Review and Analysis of the Existing Literature. Telematics and Informatics, 34. https://doi.org/10.1016/j.tele.2017.05.008

Albaity, M., & Rahman, M. M. (2019). The Intention to use Islamic banking: An Exploratory study to measure Islamic Financial Literacy. International Journal of Emerging Markets. https://doi.org/10.1108/IJOEM-05-2018-0218

Alota, B., Mateo, S., Marquez, E., & Torregoza, N. (2025). CHECKOUT: The Impact of Pull Marketing Strategies on Consumers’ Purchasing Decisions on TikTok Shops. Cognizance Journal of Multidisciplinary Studies, 5, 1031–1064. https://doi.org/10.47760/cognizance.2025.v05i04.033

Amegbe, H., Zungu, N. P., & Hanu, C. (2023). SMEs' Social media adoption and financial and non-financial marketing performance. Management Science Letters, 13, 162–174. https://doi.org/10.5267/j.msl.2023.4.005

Artha, B., Zahara, I., Bahri, B., & Sari, N. (2022). Customer Retention: A Literature Review. Social Science Studies, 2, 30–45. https://doi.org/10.47153/sss21.2952022

Belanche, D., Casaló Ariño, L., Flavián, M., & Ibáñez Sánchez, S. (2021). Understanding influencer marketing: The role of congruence between influencers, products, and consumers. Journal of Business Research, 132, 186–195. https://doi.org/10.1016/j.jbusres.2021.03.067

Badan Pusat Statistik (BPS). (2021). Hasil Sensus Penduduk 2020. Jakarta: BPS.

Castillo, D., & Sánchez-Fernández, R. (2019). The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value, and purchase intention. International Journal of Information Management, 49, 366–376. https://doi.org/10.1016/j.ijinfomgt.2019.07.009

Chen, H., & Volpe, R. P. (1998). An analysis of personal financial literacy among college students. Financial Services Review, Volume 7(Issue 2), 107–128. https://doi.org/https://doi.org/10.1016/S1057-0810(99)80006-7

Chopra, A., Avhad, V., & Jaju, A. (2020). Influencer Marketing: An Exploratory Study to Identify Antecedents of Millennial Consumer Behavior. Business Perspectives and Research, 9, 227853372092348. https://doi.org/10.1177/2278533720923486

Copur, Z., & Gutter, M. (2019). Economic, Sociological, and Psychological Factors of the Saving Behavior: Turkey Case. Journal of Family and Economic Issues, 40. https://doi.org/10.1007/s10834-018-09606-y

Creevey, D., Kidney, E., & Mehta, G. (2019). From dreaming to believing: a review of consumer engagement behaviours with brands’ social media content across the holiday travel process. Journal of Travel & Tourism Marketing, 36, 679–691. https://doi.org/10.1080/10548408.2019.1624242

De Costa, F. (2019). Does Brand Attitude Affect the Financial Decision-making Behaviour of Malaysian Millennials in Purchasing Shariah-compliant Stocks? 4, 98–107.

De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36, 1–31. https://doi.org/10.1080/02650487.2017.1348035

Dean, D., Suhartanto, D., & Pujianti, F. N. (2021). Millennial behavioural intention in Islamic banks: the role of social media influencers. Journal of Islamic Marketing, 13(12), 2798–2814. https://doi.org/10.1108/JIMA-02-2021-0042

Djaked, N., & Raza, F. (2023). The Impact of Social Media Marketing on Consumer Behavior. https://doi.org/10.13140/RG.2.2.36209.86886

Dwistia, H., Sajdah, M., Awaliah, O., & Elfina, N. (2022). Pemanfaatan Media Sosial Sebagai Media Pembelajaran Pendidikan Agama Islam. Ar-Rusyd: Jurnal Pendidikan Agama Islam, 1, 81–99. https://doi.org/10.61094/arrusyd.2830-2281.33

Eden, C., Onyebuchi, N., & Adeniyi, I. (2024). Parent And Community Involvement In Education: Strengthening Partnerships For Social Improvement. International Journal of Applied Research in Social Sciences, 6, 372–382. https://doi.org/10.51594/ijarss.v6i3.894

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review. https://doi.org/10.1108/ebr-11-2018-0203

Ishtiaq, M. (2019). Book Review: Creswell, J. W. (2014). Research Design: Qualitative, Quantitative and Mixed Methods Approaches (4th ed.). Thousand Oaks, CA: Sage. English Language Teaching, 12, 40. https://doi.org/10.5539/elt.v12n5p40

Joshi, C., Sejuwal, N., Panta, S., & Niroula, A. (2025). Social Media Marketing and Consumer Buying Behavior. International Journal of Atharva, 3, 111–120. https://doi.org/10.3126/ija.v3i1.76722

Koskelainen, T., Kalmi, P., Scornavacca, E., & Vartiainen, T. (2023). Financial literacy in the digital age – A research agenda. Journal of Consumer Affairs, 57. https://doi.org/10.1111/joca.12510

Luntungan, I., Vitayala, A., Sunarti, E., & Maulana, A. (2014). Strategi Pengelolaan Generasi Y di Industri Perbankan. Jurnal Manajemen Teknologi, 13, 219–240. https://doi.org/10.12695/jmt.2014.13.2.7

Lusardi, A., & Mitchell, O. S. (2014). The economic importance of financial literacy: Theory and evidence. Journal of Economic Literature, 52(1), 5–44. https://doi.org/10.1257/jel.52.1.5

Manzoor, U., Baig, S., Hashim, M., & Sami, A. (2020). Impact of Social Media Marketing on Consumers’ Purchase Intentions: The Mediating Role of Customer Trust. International Journal of Entrepreneurial Research, 3, 41–48. https://doi.org/10.31580/ijer.v3i2.1386

Marzuki, M., & Nurdin, N. (2020). The Influence of Halal Product Expectation, Social Environment, and Fiqih Knowledge on Intention to Use Shariah Financial Technology Products. 2020.

Mirakhor, Z. I. and A. (2013). Finance and Development in Islam: A Historical Perspective and a Brief Look Forward. In Economic Development and Islamic Finance. http://documents.worldbank.org/curated/en/798771468050094748/Economic-development-and-Islamic-finance

Negassa, G. (2023). The Impact of Trust and Commitment on Customer Retention: Evidence from the Banking Industry. 13, 164. https://doi.org/10.29322/IJSRP.13.04.2023.p13721

Permata, N., Artha, B., & Hadi, A. (2023). BRAND LOYALTY: A LITERATURE REVIEW. International Journal of Economics, Business and Accounting Research (IJEBAR), 7, 66–75.

Rachmatulloh, D., & Solekah, N. (2021). Antecedents of Saving Decision at Sharia Banks: Islamic Financial Literacy, Religiosity and Service Quality (Studies on Millennial Generation). Al-Tijary, 6, 97–111. https://doi.org/10.21093/at.v6i2.2669

Santini, F., Ladeira, W., Costa Pinto, D., Herter, M., Sampaio, C., & Babin, B. (2020). Customer engagement in social media: a framework and meta-analysis. Journal of the Academy of Marketing Science, 48. https://doi.org/10.1007/s11747-020-00731-5

Singh, A. P., & Dangmei, J. (2016). Understanding Generation Z: The Future Workforce. South -Asian Journal of Multidisciplinary Studies, July.

Trivedi, S., & Gupta, H. (2024). FINANCIAL LITERACY AMONG UNIVERSITY STUDENTS. 1, 100–105.

Tutberidze, G., Matin, A., & Khoshtaria, T. (2020). The impact of social media engagement on consumers’ trust and purchase intention. International Journal of Technology Marketing, 14, 305–323. https://doi.org/10.1504/IJTMKT.2020.111547

Verissimo, J. M., & Borges Tiago, M. (2014). Digital Marketing and Social Media: Why Bother? Business Horizons, 57, 703–708. https://doi.org/10.1016/j.bushor.2014.07.002

Wardani, A., & Lutfi, L. (2019). Pengaruh literasi keuangan, experienced regret, risk tolerance, dan motivasi pada keputusan investasi keluarga dalam perspektif masyarakat Bali. Journal of Business & Banking, 6. https://doi.org/10.14414/jbb.v6i2.996

Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. (2020). Influencer Endorsements: How Advertising Disclosure and Source Credibility Affect Consumer Purchase Intention on Social Media. Australasian Marketing Journal (AMJ), 28. https://doi.org/10.1016/j.ausmj.2020.03.002