Public Relations Influencers and Mobile Banking Adoption in Islamic Banking

Abstract

The digital transformation has brought significant changes to the banking industry, including Islamic banking, which is increasingly adopting mobile banking services. This study aims to analyze the role of influencer-based Public Relations (PR) in influencing customer behavior towards the adoption of mobile banking at Bank Syariah Indonesia (BSI), as well as its impact on customer image and loyalty. The research employed a qualitative descriptive method with a literature review approach, drawing from recent academic sources. The findings reveal that influencers serve a dual role as both promoters and public educators. They not only raise public awareness of digital services but also help address barriers such as low digital literacy and security concerns. Influencer-based PR strengthens the image of Islamic banks as modern and ethical institutions, while enhancing customer loyalty through engagement and positive word of mouth. However, its effectiveness highly depends on influencer credibility, content relevance, and alignment with Islamic values.