Systematic Review and Bibliometric Analysis of Islamic Marketing in the Scopus Database 2017-2022


M Amin(1*), Sahabudin sahabudin(2)

(1) Institut Pemerintahan Dalam Negeri, Indonesia
(2) Universitas Qomarul Huda Badaruddin Bagu, Indonesia
(*) Corresponding Author

Abstract


Penelitian ini bertujuan untuk mengkategorikan tema atau konsep yang berkaitan dengan kajian pemasaran Islami. Melalui analisis deskriptif dan bantuan perangkat lunak VOSviewer, diperoleh 399 artikel terindeks Scopus dan diterbitkan oleh penerbit besar seperti Emerald, MDPI, Sage, Science Direct, Springer, Taylor, dan Francis. Hasilnya menunjukkan 399 konsep dalam kajian pemasaran Islami yang dikategorikan menjadi tujuh kelompok. Selain itu, penelitian ini juga terkait dengan tema dominan, seperti pasar halal, keuangan syariah, kualitas layanan, strategi syariah, dan pemasaran sosial. Signifikansi penelitian ini adalah ditemukannya konsep kajian pemasaran Islami untuk membantu mengembangkan kerangka konseptual dalam kajian selanjutnya. Sementara itu, Keterbatasan penelitian ini adalah artikel yang diulas hanya diperoleh dari database Scopus dan tidak memiliki data pembanding. Konsekuensinya, penelitian selanjutnya harus menggunakan pendekatan analisis komparatif yang melibatkan database Scopus dan Web of Sciences (WoS).

 


Keywords


Systematic review, Islamic marketing, bibliometrics, VOSviewer

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References


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DOI: https://doi.org/10.15575/ks.v5i2.25443

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