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

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

Authors
Risma Agistiani1, *, Aisyah Maliha Hasanah1, Amelia Putri Meilani1, Dwi Puspitasari1, Windy Neyya Lestari1, Harpa Sugiharti1, Fitrina Kurniati1
1Universitas Pendidikan Indonesia, Bandung, Indonesia
*Corresponding author. Email: risma.agis6@gmail.com
Corresponding Author
Risma Agistiani
Available Online 12 September 2025.
DOI
10.2991/978-94-6463-817-2_40How to use a DOI?
Keywords
Islamic Banking; Marketing Strategies; Bibliometric
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.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
12 September 2025
ISBN
978-94-6463-817-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-817-2_40How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Risma Agistiani
AU  - Aisyah Maliha Hasanah
AU  - Amelia Putri Meilani
AU  - Dwi Puspitasari
AU  - Windy Neyya Lestari
AU  - Harpa Sugiharti
AU  - Fitrina Kurniati
PY  - 2025
DA  - 2025/09/12
TI  - Islamic Banking Marketing Strategies: A Bibliometric Analysis (2019-2024)
BT  - Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
PB  - Atlantis Press
SP  - 324
EP  - 334
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-817-2_40
DO  - 10.2991/978-94-6463-817-2_40
ID  - Agistiani2025
ER  -