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International Journal of Islamic Economics and Business Sustainability (IJIEBS)

Strategic Hajj Communication to Enhance Public Trust and Financial Literacy: A Comparative Study of Indonesia and Turkey

Abstract

Purpose – This study examines how strategic communication shapes public trust and financial literacy in Hajj fund governance, addressing scarce comparative evidence between fund-based and state-administered models. It contrasts Indonesia’s Hajj Financial Management Agency (BPKH) with Turkey’s Directorate of Religious Affairs (Diyanet) to identify which communication elements strengthen pilgrims’ confidence.

Design/methodology/approach – A mixed-methods design combines content analysis of institutional communications with a survey of 320 prospective pilgrims (160 Indonesia; 160 Turkey). The Strategic Hajj Communication Model (SHCM) is developed with four pillars—Digital Outreach, Religious Narrative, Financial Education, and Digital Engagement—and linked to Public Trust (PT), Financial Literacy (FL), and Communication Clarity (CC). Structural equation modelling (SEM) tests hypothesized relationships.

Findings – SEM indicates that Financial Literacy improves Communication Clarity (β = 0.956, p < 0.001) and Public Trust (β = 0.637, p < 0.001), suggesting financially informed pilgrims interpret messages accurately and trust governance more. Digital Engagement shows no significant effect on Public Trust (β = 0.029, p = 0.710), implying interaction alone does not build credibility without substantive financial or religious content. Comparatively, Turkish respondents report stronger trust, while Indonesian respondents exhibit higher financial literacy.

Implications – Managers should institutionalize financial education, simplify disclosures, and embed religious narratives to reinforce legitimacy. Digital channels should prioritize clarity and value over engagement metrics, and strategies should be tailored to institutional and cultural contexts.

Originality/value – The study validates SHCM cross-nationally and extends Islamic finance governance research by showing the complementary roles of financial education and religious framing in building trust.

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