Customer Acquisition in Murabahah Financing through Integrated Direct and Digital Marketing in Islamic Microfinance

Abstrak

Murabahah financing remains a core product in Islamic microfinance, yet attracting customers continues to be a persistent challenge in competitive financial environments. Existing studies on Islamic financial marketing often examine promotional tools separately, offering limited understanding of how different approaches interact in shaping customer acquisition. This study examines how direct and digital marketing operate as integrated practices in supporting customer acquisition in murabahah financing. A qualitative approach was employed using interviews, observations, and documentation involving managers, employees, and customers within an Islamic microfinance institution. Data validity was ensured through triangulation of sources and techniques. The findings indicate that customer acquisition emerges from the interaction between personalized engagement and digital visibility. Direct marketing, particularly personal selling, plays a central role in building trust and reducing information asymmetry, while digital platforms expand outreach and reinforce customer awareness. The integration of these practices creates a complementary process that supports both initial interest and conversion into active customers. However, this process is influenced by competitive pressures and institutional resource constraints. This study contributes by clarifying how relational and digital marketing practices operate jointly in shaping customer acquisition in murabahah financing. The findings highlight the importance of adaptive integration between direct engagement and digital communication to strengthen competitiveness in Islamic microfinance contexts.