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

Risma Agistiani (), Aisyah Maliha Hasanah, Amelia Putri Meilani, Dwi Puspitasari, Windy Neyya Lestari, Harpa Sugiharti and Fitrina Kurniati
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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

A chapter in Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), 2025, pp 324-334 from Springer

Abstract: 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.

Keywords: Islamic Banking; Marketing Strategies; Bibliometric (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-817-2_40

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