Marketing in Indonesia Islamic Banking and Finance

Islamic banking has a long history in Indonesia, and it is frequently researched in numerous studies, particularly from the viewpoints of economics, finance, and accounting. On the other hand, there have been few marketing studies on Islamic banking in Indonesia. Furthermore, studies on commercial banks dominate marketing studies on Islamic banking. Marketing research on Islamic Rural Banks, Islamic Finance, Islamic Cooperation, and other Islamic microfinance institutions, on the other hand, has been sparse. Due to the disparity in market share between Islamic and conventional banking in Indonesia, academics have reviewed studies on the marketing of Islamic banks in the country. In economics, finance, and accounting, previous academics did a literature review on Islamic banking in general. On the other hand, this study conducted a literature review on the marketing of Islamic banks in Indonesia, including commercial and microbanks. The purpose of this paper is to determine the design and research methods, the theory used, and the variables involved in the marketing of Islamic Banks and Islamic microfinance institutions in Indonesia. This study did a thorough literature review to discover prior studies’ literature. Articles were selected from Proquest, Science Direct, Emerald, Taylor Francis, and EBSCO databases. Only ten articles were connected to marketing in Islamic banking in Indonesia, according to the title, abstract, and content of the 224 articles that matched the search string that has been identified. The result of this study explained (i) the different research designs and methodologies used to study marketing in Islamic banks in Indonesia, (ii) the theories used to explain marketing studies in Islamic banks in Indonesia, and (iii) the variables involved in the Marketing study in Islamic banks in Indonesia. In addition, this work provides a marketing-related model for Islamic banking in Indonesia, which might be extended further for future research. This study's output is a synthesis of other papers on connected subjects. This is because the findings of this study may be utilized to locate, browse, assess, and analyze all existing research on Indonesia’s Islamic banking and microfinance industries.