From Religious Obligation to Digital Participation: Banking-Integrated Zakāh Collection and Muzakkī Engagement in Indonesia

Zyra Yunka Aulia; Halimatussadiah Halimatussadiah; Citra Septiani; Elman Azizov; Emil Mirzayev; Ansari Yamamah

doi:10.15408/jii.v16i1.52322

Authors

Zyra Yunka Aulia Syarif Hidayatullah State Islamic University Jakarta, Indonesia
Halimatussadiah Halimatussadiah Sunan Kalijaga State Islamic University Yogyakarta, Indonesia
Citra Septiani Sunan Kalijaga State Islamic University Yogyakarta, Indonesia
Elman Azizov John Jay College of Criminal Justice, United States of America
Emil Mirzayev Azerbaijan University, Azerbaijan
Ansari Yamamah State Islamic University of North Sumatra, Indonesia

DOI:

https://doi.org/10.15408/jii.v16i1.52322

Keywords:

Zakāh Collection, Islamic Banking, Integrated Marketing Communication, Customer Path 5A, Muzakkī Experience

Abstract

This study examines the optimization of zakāh collection through banking-integrated payment services in Indonesia, focusing on how BAZNAS RI uses Integrated Marketing Communication (IMC) to transform zakāh payment from a religious obligation into digitally mediated public participation. Although Islamic banking has strategic potential to support zakāh collection through ATM, mobile banking, and other payment channels, its role remains underutilized because public awareness, digital literacy, campaign personalization, and institutional communication are not yet fully optimized. This study aims to analyze how banking services can strengthen zakāh collection when supported by an integrated communication strategy and the Customer Path 5A model. Employing a qualitative case study, the research draws on interviews with BAZNAS RI officials and source triangulation tracking four (4) digital-savvy muzakkī with diverse channel preferences (mobile banking, QRIS, website, and corporate payroll autodebit). The empirical findings demonstrate that synchronized multi-channel IMC tools effectively expand visibility during the Aware and Appeal stages. Furthermore, structural integrations with Islamic banking interfaces (e.g., BYOND by BSI and OCTO Mobile) and corporate payroll systems minimize transaction friction, enabling critical donors to transition smoothly from the Ask to the Act phase. Continuous post-transaction engagement via automated receipts subsequently reinforces trust, converting regular donors into active advocates. Processed financial data corroborates this trajectory, illustrating a valid positive growth trend where aggregate collection expanded by 28.3% by the end of 2024, driven by a 34.6% increase in retail zakāh. This study demonstrates that synchronized communication and banking accessibility are central to optimizing digital retail philanthropy.

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