The Representation of Sharia Values of BSI Tiktok Educational Videos in Maqasid Sharia Index Perspective
Abstract
This study examines the representation of sharia values in the educational video content of Bank Shariah Indonesia (BSI) on the TikTok platform, an increasingly influential medium for Islamic banking communication in the digital era. Using the Ash-Syatibi-based Maqasid Shariah Index (MSI) as an evaluation framework, 55 educational videos uploaded between January and December 2024 were analyzed through qualitative content analysis. Each video was assessed across the five MSI dimensions—hifz al-din, hifz al-nafs, hifz al-aql, hifz al-nasl, and hifz al-mal—using a 25-indicator rubric. The results show an overall MSI score of 2.695 (medium category), with hifz al-aql scoring the highest (3.30) and hifz al-nasl the lowest (2.44). These findings indicate that BSI has integrated sharia values fairly well into its digital communication strategy, although improvements are needed in content that supports family-related financial planning. This study contributes to the literature on Islamic banking communication by offering a systematic measurement model for evaluating sharia value representation in short-form social media content, and provides practical recommendations for enhancing sharia compliance in digital outreach.
Keywords:
Bank Syariah Indonesia, Tiktok, Maqasid Syariah, MSI, Digital communication.
References
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Al-Hafidh, M. N., & Syahbudi, M. (2024). Analysis Green Economy Based Development Agriculture with Approach Maqasid Sharia Index in Central Tapanuli. Media Trends, 19(1), 109-122.
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Azis, M. I., Eril, E., BN, A. M. T., Salam, A., & Arief, A. (2024). MAQĀṢID AL-SHARI'AH THEORY BY IMAM AL-SYĀṬIBĪ. ANALYSIS: Journal of Legal Studies, 2(1), 17-34.
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Hassan, R., & Abdullah, M. (2023). Maqasid Shariah index development for Islamic financial institutions performance measurement. Islamic Finance Review, 11(4), 234-252. doi:10.1142/S2424905X23500123
Hidayat, T., & Sari, R. P. (2024). Benchmarking sharia values implementation in Indonesian Islamic banking digital communication. Journal of Islamic Economics, 15(1), 78-95. doi:10.29040/jei.v15i1.4567
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Jamaluddin, N., & Rusli, H. (2023). Qualitative content analysis in Islamic studies research: Methodological considerations. International Journal of Islamic Studies, 7(3), 234-248. doi:10.24014/ijis.v7i3.18976
Karim, A. A., & Putri, L. (2024). Digital banking transformation in Indonesia: Islamic banking perspective. Asian Journal of Islamic Finance, 4(1), 67-84. doi:10.1108/AJIF-03-2024-0045
Latif, B., & Mahmood, S. (2023). Social media engagement strategies for Islamic financial institutions: A content analysis approach. Journal of Financial Services Marketing, 28(3), 445-462. doi:10.1057/s41264-022-00189-3
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Nasution, N. R., Nurlaila, & Syahbudi, M. (2025). The influence of corporate social responsibility (CSR) on community welfare in the perspective of Islamic economics. Journal of Contemporary Accounting and Finance (JAKK), 8(1), 251–263. https://doi.org/10.30596/jakk.v8i1.25233
Nasution, M. S. A., & Nasution, R. H. (2020). Philosophy of law & Maqasid sharia. Medium Pregnancy.
Nurhasanah, U., Nasution, Y. S. J., & Harianto, B. (2024). Analysis of the influence of religiosity, rational and emotional motivation on decisions in using Sharia bank services (Case study of Bank Muamalat KCP Stabat). Jurnal Ekonomi & Ekonomi Syariah, 7(2), 1998–2013. https://doi.org/10.36778/jesya.v7i2.1726
Omar, K., & Hassan, A. (2024). Maqasid Shariah compliance measurement in Islamic banking operations: A quantitative approach. Journal of Islamic Business and Management, 14(1), 123-140. doi:10.26501/jibm.v14i1.1423
Putri, A. M., & Setiawan, B. (2023). Islamic values representation in Indonesian Islamic banking social media content. Islamic Communication Journal, 6(2), 178-195. doi:10.24042/icj.v6i2.12456
Putri, R. A., Qarni, W., & Syahbudi, M. (2025). Perceptions and financial literacy drive student saving decisions in Islamic banking. Open Academia, 10(2). https://doi.org/10.21070/acopen.10.2025.11535
Qureshi, M. A., & Ali, S. (2024). Digital Islamic finance: Challenges and opportunities in social media marketing. International Journal of Islamic and Middle Eastern Finance and Management, 17(2), 234-251. doi:10.1108/IMEFM-05-2023-0187
Rahman, S., & Ahmad, N. (2023). Content validity and reliability testing in Islamic finance research. Research Methods in Islamic Finance, 2(1), 45-63. doi:10.1108/RMIF-11-2022-0089
Salleh, M. J., & Ibrahim, D. (2024). Triangulation method in qualitative Islamic studies research: Best practices and applications. Qualitative Research in Islamic Studies, 3(1), 67-82. doi:10.29313/qris.v3i1.2134
Sardini, S., Nasution, M. L. I., & Harahap, R. D. (2023). Determinants of human development index using Asy Syatibi's Maqasid Sharia approach in North Sumatra Province. Indonesian Interdisciplinary Journal of Sharia Economics, 6(3), 1791–1810
Siregar, M. M., Ilhamy, M. L., & Dharma, B. (2024). The Influence of Financial Inclusion and Financial Understanding on the Decision to Use Sharia Banks (Case Study of PT Bank Sumut Syariah Branch Office Medan Ring Road). Journal of Sharia Economics & Economics, 7(2), 2036–2048. https://doi.org/10.36778/jesya.v7i2.1763
Syafiq, A., & Marlina, E. (2023). Bank Shariah Indonesia digital marketing strategy analysis through social media platforms. Sharia Economics Research, 8(2), 145-162. doi:10.29313/ser.v8i2.3456
Syahbudi, M., & Sari, L. P. (2016). Islamic economic thought: An analysis of M. Yasir Nasution's thoughts on ethics in Islamic banking business. Journal of Economic Perspectives of Darussalam, 2(2), 107–124.
Wahyuni Sri, Asmuni, Tuti Anggraini. (2023). Analysis of Maqasid and Maslahah of E-Commerce Transactions in Indonesia. Journal of Economic Education Research (JRPE), 8(2), 124-133. doi: 10.21067/jrpe.v8i2.8703
Wibowo, A., & Fatimah, S. (2024). Islamic banking customer engagement in digital era: Social media perspective. International Review of Islamic Economics and Finance, 6(1), 89-107. doi:10.1504/IRIEF.2024.128456
Yahya, M., & Zainuddin, Y. (2023). Maqasid Shariah framework for evaluating Islamic financial institutions social responsibility. Corporate Governance in Islamic Financial Institutions, 4(2), 234-249. doi:10.1108/CGIFI-08-2023-0098
Yafiz, M. (2015). The internalization of maqâshid al-syarî'ah in economics according to M. Umer Chapra. Ahkam Journal of Sharia Science, 15(1), 103-110.
Zulkifli, H., & Anwar, C. (2024). Digital content analysis in Islamic communication studies: Methodological framework and applications. Digital Islamic Studies, 2(1), 112-128. doi:10.1108/DIS-06-2024-0067
Alfiani, R., Nasution, J., & Syahbudi, M. (2024). Tempe Business Development Model Based on Penta Helix Reviewed From Maqasid Shariah (Case Study of Sei Rampah Village). Istinbath, 23(1), 215-230.
Al-Ghazali, A. H. (2023). Maqasid al-Shariah in contemporary Islamic finance: Theory and application. Islamic Finance Research Institute.
Al-Hafidh, M. N., & Syahbudi, M. (2024). Analysis Green Economy Based Development Agriculture with Approach Maqasid Sharia Index in Central Tapanuli. Media Trends, 19(1), 109-122.
Aziz, H., & Kartika, S. (2024). Social media marketing effectiveness in Indonesian Islamic banking sector. Islamic Economic Studies, 32(1), 45-62. doi:10.12816/0063428
Azis, M. I., Eril, E., BN, A. M. T., Salam, A., & Arief, A. (2024). MAQĀṢID AL-SHARI'AH THEORY BY IMAM AL-SYĀṬIBĪ. ANALYSIS: Journal of Legal Studies, 2(1), 17-34.
Bakri, M. H., & Wulandari, D. (2023). Digital transformation challenges in Islamic banking: A Maqasid Shariah perspective. International Journal of Islamic Economics and Finance, 6(2), 123-142. doi:10.31940/ijief.v6i2.2134
Bank Shariah Indonesia [@lifewithbsi]. (2024, March 12). Together with BSI Mobile, level up your kindness by using sharing features, qris, ziswaf, zakat, infaq, alms, waqf for Ramadan shopping with e-commerce [Video]. TikTok. https://vt.TikTok.com/ZSS2rpLeX/
Farid, A., & Nurhayati, S. (2024). Content analysis framework for Islamic values representation in digital media. Journal of Islamic Communication, 8(1), 34-51. doi:10.25217/jic.v8i1.1567
Hassan, R., & Abdullah, M. (2023). Maqasid Shariah index development for Islamic financial institutions performance measurement. Islamic Finance Review, 11(4), 234-252. doi:10.1142/S2424905X23500123
Hidayat, T., & Sari, R. P. (2024). Benchmarking sharia values implementation in Indonesian Islamic banking digital communication. Journal of Islamic Economics, 15(1), 78-95. doi:10.29040/jei.v15i1.4567
Ibrahim, M., & Yusuf, A. (2023). Ash-Syatibi's Maqasid Shariah model: Contemporary applications in Islamic finance. Middle East Journal of Islamic Finance, 9(2), 156-173. doi:10.1080/15564886.2023.2187654
Ichsan, R. N., Syahbudi, M., Barus, E. E., & Nst, V. F. H. (2024). The Role Of Islamic Banking Literacy And Ease Of Use On Achieving Sustainable Development Goals And Maqasid Al-Shariah In Indonesia. International Journal Of Economics And Finance Studies, 16(2), 190-208.
Ismail, F., Rahman, A., & Mohd, S. (2024). TikTok as an educational platform for Islamic financial literacy among millennials. Education and Information Technologies, 29(4), 4321-4339. doi:10.1007/s10639-023-12045-8
Jamaluddin, N., & Rusli, H. (2023). Qualitative content analysis in Islamic studies research: Methodological considerations. International Journal of Islamic Studies, 7(3), 234-248. doi:10.24014/ijis.v7i3.18976
Karim, A. A., & Putri, L. (2024). Digital banking transformation in Indonesia: Islamic banking perspective. Asian Journal of Islamic Finance, 4(1), 67-84. doi:10.1108/AJIF-03-2024-0045
Latif, B., & Mahmood, S. (2023). Social media engagement strategies for Islamic financial institutions: A content analysis approach. Journal of Financial Services Marketing, 28(3), 445-462. doi:10.1057/s41264-022-00189-3
Muallif, M., Tarigan, A. A., & Lubis, F. A. (2022). Analysis of Maqasid Syari’ah on restructuring policy in overcoming problematic financing due to the COVID-19 pandemic (Case study of Bank BTN Shariah Medan). Human Falah: Journal of Islamic Economics and Business, 9(2), 25–45. https://doi.org/10.30829/hf.v9i2.13387
Nasution, H., & Rahman, F. (2023). Millennial generation preferences in Islamic banking service channels: The role of social media. Indonesian Journal of Islamic Economics Research, 5(2), 89-106. doi:10.18326/ijier.v5i2.89-106
Nasution, N. R., Nurlaila, & Syahbudi, M. (2025). The influence of corporate social responsibility (CSR) on community welfare in the perspective of Islamic economics. Journal of Contemporary Accounting and Finance (JAKK), 8(1), 251–263. https://doi.org/10.30596/jakk.v8i1.25233
Nasution, M. S. A., & Nasution, R. H. (2020). Philosophy of law & Maqasid sharia. Medium Pregnancy.
Nurhasanah, U., Nasution, Y. S. J., & Harianto, B. (2024). Analysis of the influence of religiosity, rational and emotional motivation on decisions in using Sharia bank services (Case study of Bank Muamalat KCP Stabat). Jurnal Ekonomi & Ekonomi Syariah, 7(2), 1998–2013. https://doi.org/10.36778/jesya.v7i2.1726
Omar, K., & Hassan, A. (2024). Maqasid Shariah compliance measurement in Islamic banking operations: A quantitative approach. Journal of Islamic Business and Management, 14(1), 123-140. doi:10.26501/jibm.v14i1.1423
Putri, A. M., & Setiawan, B. (2023). Islamic values representation in Indonesian Islamic banking social media content. Islamic Communication Journal, 6(2), 178-195. doi:10.24042/icj.v6i2.12456
Putri, R. A., Qarni, W., & Syahbudi, M. (2025). Perceptions and financial literacy drive student saving decisions in Islamic banking. Open Academia, 10(2). https://doi.org/10.21070/acopen.10.2025.11535
Qureshi, M. A., & Ali, S. (2024). Digital Islamic finance: Challenges and opportunities in social media marketing. International Journal of Islamic and Middle Eastern Finance and Management, 17(2), 234-251. doi:10.1108/IMEFM-05-2023-0187
Rahman, S., & Ahmad, N. (2023). Content validity and reliability testing in Islamic finance research. Research Methods in Islamic Finance, 2(1), 45-63. doi:10.1108/RMIF-11-2022-0089
Salleh, M. J., & Ibrahim, D. (2024). Triangulation method in qualitative Islamic studies research: Best practices and applications. Qualitative Research in Islamic Studies, 3(1), 67-82. doi:10.29313/qris.v3i1.2134
Sardini, S., Nasution, M. L. I., & Harahap, R. D. (2023). Determinants of human development index using Asy Syatibi's Maqasid Sharia approach in North Sumatra Province. Indonesian Interdisciplinary Journal of Sharia Economics, 6(3), 1791–1810
Siregar, M. M., Ilhamy, M. L., & Dharma, B. (2024). The Influence of Financial Inclusion and Financial Understanding on the Decision to Use Sharia Banks (Case Study of PT Bank Sumut Syariah Branch Office Medan Ring Road). Journal of Sharia Economics & Economics, 7(2), 2036–2048. https://doi.org/10.36778/jesya.v7i2.1763
Syafiq, A., & Marlina, E. (2023). Bank Shariah Indonesia digital marketing strategy analysis through social media platforms. Sharia Economics Research, 8(2), 145-162. doi:10.29313/ser.v8i2.3456
Syahbudi, M., & Sari, L. P. (2016). Islamic economic thought: An analysis of M. Yasir Nasution's thoughts on ethics in Islamic banking business. Journal of Economic Perspectives of Darussalam, 2(2), 107–124.
Wahyuni Sri, Asmuni, Tuti Anggraini. (2023). Analysis of Maqasid and Maslahah of E-Commerce Transactions in Indonesia. Journal of Economic Education Research (JRPE), 8(2), 124-133. doi: 10.21067/jrpe.v8i2.8703
Wibowo, A., & Fatimah, S. (2024). Islamic banking customer engagement in digital era: Social media perspective. International Review of Islamic Economics and Finance, 6(1), 89-107. doi:10.1504/IRIEF.2024.128456
Yahya, M., & Zainuddin, Y. (2023). Maqasid Shariah framework for evaluating Islamic financial institutions social responsibility. Corporate Governance in Islamic Financial Institutions, 4(2), 234-249. doi:10.1108/CGIFI-08-2023-0098
Yafiz, M. (2015). The internalization of maqâshid al-syarî'ah in economics according to M. Umer Chapra. Ahkam Journal of Sharia Science, 15(1), 103-110.
Zulkifli, H., & Anwar, C. (2024). Digital content analysis in Islamic communication studies: Methodological framework and applications. Digital Islamic Studies, 2(1), 112-128. doi:10.1108/DIS-06-2024-0067
Published
2025-08-15
How to Cite
Indah, T., & Syahbudi, M. (2025). The Representation of Sharia Values of BSI Tiktok Educational Videos in Maqasid Sharia Index Perspective. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 8(2), 1502-1516. https://doi.org/https://doi.org/10.36778/jesya.v8i2.2213
Section
Articles
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
