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Islamic Banking Marketing Strategies: A Bibliometric Analysis (2019-2024)

In: Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

Author

Listed:
  • Risma Agistiani

    (Universitas Pendidikan Indonesia)

  • Aisyah Maliha Hasanah

    (Universitas Pendidikan Indonesia)

  • Amelia Putri Meilani

    (Universitas Pendidikan Indonesia)

  • Dwi Puspitasari

    (Universitas Pendidikan Indonesia)

  • Windy Neyya Lestari

    (Universitas Pendidikan Indonesia)

  • Harpa Sugiharti

    (Universitas Pendidikan Indonesia)

  • Fitrina Kurniati

    (Universitas Pendidikan Indonesia)

Abstract

This study aims to examine the marketing strategies of Islamic banks through bibliometric analysis of various literature on the scope of Islamic banking and answer research questions. The research procedure uses four steps: 1) searching and retrieving the Scopus database with Publish or Perish (PoP) application from 2019-2024, 2) filtering and completing journal attributes in Mendeley, 3) converting database files from Mendeley to.xlsx files, 4) analyzing with VOSviewer and Microsoft Excel. The main findings confirmed the importance of marketing strategies in Islamic banks in defending banks from the onslaught of conventional banks. Visual analysis of the keyword network and timeframe clearly illustrated that the focus of the research evolved despite the decline. The central theme covering most clusters is Marketing and Consumer Behavior in Islamic Banking. The practical implications of this research emphasize the importance of marketing strategies for Islamic banks to follow the latest trends.

Suggested Citation

  • Risma Agistiani & Aisyah Maliha Hasanah & Amelia Putri Meilani & Dwi Puspitasari & Windy Neyya Lestari & Harpa Sugiharti & Fitrina Kurniati, 2025. "Islamic Banking Marketing Strategies: A Bibliometric Analysis (2019-2024)," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Sulastri Sulastri & Lisnawati Lisnawati & Lili Adi Wibowo (ed.), Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), pages 324-334, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-817-2_40
    DOI: 10.2991/978-94-6463-817-2_40
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