The research aims to see the optimization of the application of office channeling at Bank BNI Syariah Makassar Branch. Normative theological research methodology, juridical approach (legislation), and sociological approaches. The process of collecting data uses library data and field data by means of observation, interviews, and documentation. The results show that the implementation of sharia channeling office services is still limited to collecting third party savings funds, while for financing only at the BNI Syariah Makassar Branch office, the supporting factors in the implementation of the sharia channeling office have an extensive network both domestically and abroad and has been supported by facilities and technology. sufficient information, high public interest in shifting to Islamic banks, especially in Makassar City. Inhibiting factors is the lack of socialization and education to the public, as well as the non-recognition of the achievement of sharia channeling office business performance as part of the overall business performance impact of the implementation of the BNI Syariah sharia channeling office, increased third party funds, increased market share, expanded service access to the community and can compete with conventional banks. The research implication is it is hoped that BNI Syariah can improve service quality, both in terms of service and products in the sharia channeling office. BNI as the implementer of the sharia channeling office in determining targets and achieving business performance so as to encourage maximum growth and motivate existing human resources to better understand sharia products and services.

Keywords : Office Channeling, Market Share, Sharia Banking