Islamic Branding pada Bank Kalbar Syariah Cabang Sambas

Abstract

This study aims to analyze the implementation of Islamic branding at the Bank Kalbar Syariah Sambas Branch and its impact on building institutional image within a predominantly Muslim local community. Specifically, this research addresses the question of how the dimensions of Islamic branding comprising Sharia compliance, brand origin, customer orientation, and brand image, are executed at the branch level and how they influence customer trust. Employing a qualitative approach with a phenomenological design, data were gathered through in-depth interviews, field observations, and official documentation. The findings demonstrate that Islamic branding is substantively realized through the consistent application of Sharia contracts supervised by the Sharia Supervisory Board, leveraging the socio-cultural proximity of the regional bank with the local Sambas community, offering services anchored in Islamic business ethics, and enhancing institutional image through Sharia-based MSME empowerment programs. Theoretically, this study enriches the literature on Islamic marketing in regional banking, while practically providing strategic references for management to optimize brand communication based on Sharia values and local wisdom.