Marketing in Indonesia Islamic Banking and Finance: A Systematic Literature Review Wenda Wahyu Christiyanto(a,b)*, Ratih Hurriyati(a), Bambang Widjajanta(a), Vanessa Gaffar(a)
a) Fakultas Pendidikan Ekonomi dan Bisnis, Universitas Pendidikan Indonesia
Jl. Dr. Setiabudi 229, Bandung 40154, Indonesia
*wenda.dewantara[at]gmail.com
b) STIE PGRI Dewantara Jombang
Jl. Prof. Moh. Yamin 77, Jombang 61471, Indonesia
Abstract
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. The authors, on the other hand, did a literature review on the marketing of Islamic banks in Indonesia, including commercial and microbanks. This study does 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 are connected to marketing in Islamic banking in Indonesia, according to the title, abstract, and content of the 224 articles that match the search string that has been identified. This study explains (i) the different research designs and methodologies used by researchers to study marketing in Islamic banks in Indonesia, (ii) the theories used by researchers 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.
Keywords: Islamic Bank- Islamic Finance- Indonesia- Marketing- Systematic Literature Review
