SHAFICA (SHARIA FINTECH CAMPAIGN): SHARIA FINTECH MARKETING APPLICATIONS THROUGH CAMPAIGN TO ACCELATE THE DEVELOPMENT OF SHARIA BANKING IN INDONESIA (Marketing Islamic Banking Products through Financial Technology

The urgency of using Islamic fintech in marketing Islamic banking products has become a priority in life in the industrial era 4.0. This is because the development of sharia fintech services has a positive effect on the financial performance of Islamic banking. Sharia fintech can be used as an acceleration of da'wah and sharia economic development through banking products so that it can help the financial needs of the community as well as a source of capital for business actors (MSMEs). This is evident in terms of Islamic peer to peer lending on average an increase of about 50% in 2020. Currently, the number of sharia fintech officially registered with the OJK is only around 10 fintech, which is still far behind the number of conventional fintech. In addition, the level of Islamic financial literacy (8.93%) and the Islamic financial inclusion index (9, 1%) which is still very low is also an obstacle in the development of sharia fintech in Indonesia. On this occasion, the researchers used descriptive qualitative methods with secondary data through libraries, journals and internet research. Departing from the existing background, the researcher initiated an application called SHAFICA to market sharia fintech so that it is spread / conveyed to all regions and levels of society. SHAFICA is a campaign application that focuses on providing information on the services, features, products, and schemes of each sharia fintech that will be disseminated by campaign participants. This application will work with Islamic banking and Islamic fintech as partners. The SHAFICA application will contain various kinds of sharia fintech as well as explanations in addition to information about the campaign. By loading this option, it is intended that campaign participants download one of the fintech as an initial requirement for participating in the campaign. To attract people to join the campaign later, they will use a point system, namely the more people who follow the campaign and invite others to join the campaign, the more points will be added. These points can later be exchanged into balances that can be used as additional income. The source of this balance is obtained from partner collaboration with the application as a marketing party. The presence of this application provides many benefits for the community, partners, and the development of the Islamic economy. It is hoped that through the SHAFICA application, it can increase understanding, literacy, and equitable access to the use of sharia fintech services.


Introduction
The Muslim population in the world each year experiences a periodic increase of 1.75% (Houssain Kettani, 2010). In Indonesia, the majority of the population is Muslim. Islam is an integral teaching, meaning that it is the original nature of Islam.
Integralistic Islam lies in its teachings, namely its teachings cover all aspects of life.
There is no aspect that is separated from the teachings of Islam, such as the physical aspect and the spiritual aspect. Islam gives rules on how to have a good relationship with Allah, how to have a good relationship with fellow human beings, and balance advances. In addition to offerings and schemes that are different from conventional services, can also provide certain restrictions on the use of funds provided by investors or lenders. Along with the current development of sharia fintech, its application in muamalah fiqh based on an Islamic perspective must be in accordance with sharia principles such as avoiding Maisir, Gharar, and Riba. Even though these activities use technology, they still have to uphold sharia principles.
The use of Islamic fintech in marketing Islamic banking products has become a priority in life in the industrial era 4.0. This is because the development of sharia fintech services has a positive effect on the financial performance of Islamic banking.
Sharia fintech can also be used as an acceleration of da'wah and sharia economic development through banking products offered so that it can help the financial needs of the community as well as a source of capital for business actors (MSMEs). This is evident in terms of sharia peer to peer lending on average an increase of about 50% in 2020. Currently, the number of sharia fintech officially registered at the OJK is only around 10 fintechs, which is still far behind the number of conventional fintechs. The socialization process of sharia fintech which still has low competitiveness with the number of conventional fintech is also influenced by the level of Islamic financial literacy in the community which is still low. Namely, the data level of Islamic financial literacy is still as much as (8.93%) and the Islamic financial inclusion index (9.1%) which in this case is still very low. So this is an obstacle in the development of sharia fintech in Indonesia.
To answer this problem by utilizing the development of the internet in marketing activities, online marketing campaigns are now starting to appear.
Therefore, the author has the idea of accelerating the introduction of sharia fintech through a campaign system packaged in an application called SHAFICA.

LITERATURE REVIEW Sharia Financial Technology
In

Digital Marketing Campaign
According to (Kennedy & Soemanagara, 2006) Digital marketing campaigns have the aim of delivering messages on campaign strategies in marketing communications which are to provide information about new performance, new services, new products, and new benefits, with the delivery of such information is expected to change knowledge and public references to products. and company. (Bell, 1986) divides the types of campaigns into three categories, namely: product-orientedi campaigns, candidate-oriented campaigns and ideologically orcause-oriented campaigns. Product-oriented campaigns or product-oriented campaigns generally occur in the business environment. Another term that is often used interchangeably with this type of campaign is commercial campaigns or corporate campaigns. The underlying motivation is financial gain. Candidate-oriented campaigns are generally motivated by a desire to gain political power. Therefore, this type of campaign can also be referred to as political campaigns.

Syariah banking
According to (Ismail, 2011) Islamic banks are banks whose activities refer to

WRITING METHOD Type of Writing
The type of writing used by the author is using qualitative research methods with a descriptive approach. In carrying out the descriptive method, the researcher is able to produce an accurate picture of a group, accurately describe a process or relationship, obtain information, and conduct a survey as a comparison between phenomena (Hartati, 2019) So that the author provides an accurate description and explains in detail the idea or ideas in the form of SHAFICA (Sharia Fintech Campaign): Sharia Fintech Marketing Application Through a Campaign to Accelerate the Development of Sharia Banking in Indonesia.

Data Type
The type of data in this writing is secondary data. Secondary data in this writing was obtained through analysis and extracting information through libraries, journals and internet research.

Method of collecting data
In this paper data collection is done through documentation techniques. This method is done by collecting indirectly related data such as mass media, books and related scientific journals.

Data analysis technique
The data from the writing were collected and analyzed descriptively. The analysis used to use SWOT which is used to see from various sides. By analyzing this descriptively, the author can present a brief, simple and easier to understand (Penelitian & Penelitian, 2015). Data from writing were analyzed and presented in the form of writing, schematics, charts and presented descriptively.

DISCUSSION Fintech Development in Indonesia
Fintech is an innovation found in the financial services industry that utilizes the use of technology in a system to carry out specific financial transaction mechanisms. Reported from linovhr.com that the development of fintech in Indonesia began in 2006. However, at that time fintech was still unable to develop rapidly due to the lack of people using the internet. Fintech has begun to be seen and gained trust parties. This agreement from a fintech perspective is due to the low assets owned.
Based on OJK data in July 2021, fintech assets are still around 5 thousand billion and still far behind banking assets which have reached 10 million billion. Therefore, this collaboration is expected to advance both parties and not kill one another's industries.

The Urgency of Sharia Fintech in Helping the Development of Sharia Banking
Islamic economics has great potential in creating innovation and a strong basis in developing new breakthroughs for the benefit of the people. One part of the economy that is inseparable from life is about finance. The current financial system for transactions has undergone modern developments through the use of digital technology. The presence of fintech is part of financial innovation that is able to facilitate the community in digital transactions.
In Indonesia, fintech has gained space in people's lives. However, the existence of Indonesian fintech is still largely dominated by conventional fintech. Where conventional fintech still applies an interest system in transactions and is not based on sharia principles. In addition, using conventional principles will also burden customers in terms of charging interest.
A new breakthrough to adapt conventional fintech, sharia fintech has emerged as a solution for the Muslim community to transact in a way that is justified by Islam.
based on the MUI Fatwa, sharia fintech is a financial service provider based on sharia principles. In addition, the population of Indonesia, which is predominantly Muslim, which is 229 million people or reaching 87.2 percent of the total population of Indonesia, will be an opportunity for sharia fintech to develop.
Through the existence of these two fintechs, in general they have similar functions in financial services. However, the basic difference between the two is seen in the application of the contract in financing and the principle of sharia compliance.
Here are some things that distinguish Islamic fintech from conventional fintech quoted from cellular.id: Sharia fintech in helping the development of Islamic banking can be through collaboration or cooperation with mutual benefits. The following is data on collaboration between fintech and banks: The collaboration between Islamic fintech and Islamic banking will affect the acceleration which includes: 1. expand the market share of Islamic banking 2. as a medium for promoting sharia banking 3. replace the role of bank telemarketers in financing 4. produce new digital products in Islamic banking 5. cut costs that are not needed and as a partner in investment.

SHAFICA Application Concept (Sharia Fintech Campaign) as a Sharia Fintech Marketing Application in Developing Sharia Banking in Indonesia
SHAFICA is a campaign application platform that focuses on providing information on the services, features, products, and schemes of each sharia fintech that will be disseminated by campaign participants. SHAFICA is located as a service provider application to market content related to sharia fintech and banking. With this, SHAFICA will cooperate with all sharia fintech and banking as a media partner with the aim of spreading public knowledge about sharia fintech. So that by increasing understanding to the public, it will also increase the use of banking products in Islamic fintech.
Features contained in the SHAFICA application

Financial Education Menu
The Education column contains information related to services, features, products and schemes of various types of Islamic fintech and Islamic banking.
The education column is also equipped with quizzes and games to train users' knowledge about fintech in this education column. In addition to the feature information offered, in the education column there is also content that can later be shared as content from the campaign. So that the benefits of the education column are not only felt by application users, but information related to fintech is also obtained by social media users, as a result of the implementation of this sharia fintech campaign activity.

SHAFICA Campaign Menu
This campaign column is the place for online campaign registration that is available during that period, so that advertising related to this campaign activity on social media, directs campaign participants to register which provides convenience and easy and fast registration in the SHAFICA application. During the registration process, participants are also required to download one of the fintechs as a requirement to participate in the campaign.

SHAFICA Wallet
In the implementation of the campaign, a point system will be applied, in which the provisions of this point will have a terms and conditions, so that the points can be converted into a balance. This point system provision is a form of reward to campaign participants who have met the applicable requirements.
Here are some ways to earn points: a. Following the campaign, the more often you follow the campaign, the more points you will get.
b. Inviting friends/others to join the campaign, so those who are able to attract people to join the campaign will get additional points.
c. Downloading sharia fintech through the Shafica partner menu will also add points.

Islamic Economics Column
In the Islamic Economics column there is knowledge related to products and types of contracts that exist in Islamic banking, especially in this case knowledge and examples of applications of these types of contracts in product operations in Islamic banking. This menu will also provide the latest news and information about the development of the Islamic economy in various regions.

Impact of the SHAFICA Application on the development of Islamic banking
The development of technology, information and communication has changed the marketing activities of a company, with an increasingly interactive advertising style following developments and habits among people who are accustomed to social media and gadgets. According to (Putri & Fithrah, 2018) One way that is quite contemporary is a marketing campaign. Product-oriented campaigns (marketing campaigns) generally occur in the business environment by promoting certain products.
In this marketing strategy adjustment according to ( Some of the features offered in the SHAFICA application feature are to socialize and market sharia banking products, features that support this campaign program are the education column and the economy sharia column in this case are expected to be able to improve Islamic financial literacy skills in the community. According to (Alamsyah, 2012) the challenges that must be resolved so that Islamic banking can improve the quality of its growth and maintain its acceleration on an ongoing basis. is the fulfillment of the gap in human resources (HR), both in quantity and quality because the high expansion of Islamic banking requires adequate provision of human resources.

Strengths
• help market sharia products Indonesia, most of the population is Muslim. Indonesia ranks fourth country that has potential and is conducive to the development of the Islamic finance industry. So, there is great potential to develop an Islamic economic system, which is built based on pillars that are based on the principles of aqidah, sharia principles, principles regarding the role of the state participating in regulating economy, and moral principles.
2. The socialization process of sharia fintech which still has low competitiveness with the number of conventional fintech is also influenced by the level of Islamic financial literacy in the community which is still low.
3. The emergence of an online marketing campaign is a factor that has significantly boosted the performance of the Islamic banking industry, both in fundraising and financing distribution activities, namely the incessant education and outreach programs to the public regarding Islamic banking products and services, increasing public awareness and interest.
4. The SHAFICA application is a campaign application platform that focuses on providing information on services, features, products, and schemes of each sharia fintech and banking product that will be disseminated by campaign participants.
5. The features offered in the SHAFICA application feature are to socialize and market Islamic banking products, the features that support this campaign program are the education column and the Islamic Economic column in this case are expected to be able to improve Islamic financial literacy skills in the community.

Suggestion
Considering the need for socialization to the wider community regarding Islamic economics, especially Islamic banking and its products. So the author's suggestions for the SHAFICA application are: 1. The government through the Ministry of Research and Technology is expected to support and provide legality for the SHAFICA application. Because this application can help accelerate the spread of education and information related to finance.
2. Islamic banking and sharia fintech are expected to be able to work well together and fully support the presence of the SHAFICA application which will help market sharia products. It is also expected to create innovations in Islamic financial products.
3. All students, especially Islamic economics, are expected to support and help the existence of the SHAFICA application to develop quickly.
4. Indonesian people are expected to contribute and participate in campaigns in the SHAFICA application as a form of spreading sharia products in various corners.