This study aims to analyze the role of the personal selling of Bank Muamalat Indonesia (BMI) Branch Office Yogyakarta in building the loyalty of the floating mass segment. This research is essential to take advantage of its potential by Islamic banks, especially BMI Branch Office Yogyakarta, to attract this vast number of floating mass segments towards loyalists by utilizing the personal selling promotion model. This study uses a type of field research (descriptive research) with a descriptive qualitative approach and a simple quantitative approach. The results show that personal selling plays an active role in building the loyalty of the floating mass segment because it can build relationships and can approach emotionally to floating mass customers. However, even though the contribution of personal selling in encouraging the loyalty of the floating mass segment did not contribute too much to the increase in the market share of national Islamic banking. With the proportion of huge floating mass segments becoming a separate obstacle for sharia banks in utilizing personal selling to create the loyalty of the segment, this is due to the limited marketing staff