Studi Bibliometrik Pada Penelitian Strategi Pemasaran Di Bidang Digital Marketing

Satyas, Raihan Putra (2022) Studi Bibliometrik Pada Penelitian Strategi Pemasaran Di Bidang Digital Marketing. Post-Doctoral thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perkembangan teknologi informasi dan pemasaran melalui digital marketing diramalkan akan menjadi titik perubahan teknik pemasaran. Saat ini sedang pandemi Covid-19 yang berdampak hampir ke segala sektor kehidupan khususnya di dunia bisnis dan ekonomi. Tujuan dari penelitian ini yaitu: 1. Mereview publikasi terkait strategi pemasaran di bidang digital marketing, 2. Mengidentifikasi sektor industri yang menggunakan digital marketing, 3. Mengidentifikasi artikel yang sering dikutip, dan 4. Menganalisis perkembangan tren penelitian sebelum hingga saat pandemi Covid-19. Penelitian ini menggunakan metode analisis bibliometrik dengan database Scopus sebanyak 222 artikel terkait strategi pemasaran di bidang digital marketing. Hasil penelitian menyatakan bahwa: 1. Pada analisis deskriptif jumlah publikasi mengalami perkembangan. Marketing strategy yang banyak digunakan pada penelitian ini, yaitu: Internet marketing, Social media marketing, Digital marketing, eWOM. Lalu, negara yang paling banyak berkontribusi dalam penelitian ini, yaitu: UK, US, dan Australia. Metodologi yang banyak digunakan yaitu kuantitatif. 2. Terdapat empat sektor industri yang menggunakan digital marketing pada penelitian ini. 3. Hasil sitasi terbagi menjadi 7 kluster dengan topik pembahasan yang berbeda-beda. 4. Terdapat tiga artikel yang paling sering dikutip oleh penelitian lain. 5. Hasil ko-sitasi menyimpulkan terdapat 5 kluster yang berhubungan dan topik pembahasan yang berbeda-beda. 6. Tren penelitian mengalami perkembangan sebelum pandemi hingga saat pandemi, baik itu dari kata kunci, sektor industri, dan metodologi yang digunakan.
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The development of information technology and marketing through digital marketing is predicted to be a point of change in marketing techniques. Currently, the Covid-19 pandemic is affecting almost all sectors of life, especially in the business and economic world. The objectives of this research are: 1. Reviewing publications related to marketing strategies in the digital marketing field, 2. Identifying industrial sectors that use digital marketing, 3. Identifying frequently quoted articles, and 4. Analyzing the development of research trends before the Covid-19 pandemic. . This study uses a bibliometric analysis method with a Scopus database of 222 articles related to marketing strategies in the field of digital marketing. The results of the study stated that: 1. In the descriptive analysis, the number of publications has grown. The marketing strategies that are widely used in this research are: Internet marketing, Social media marketing, Digital marketing, eWOM. Then, the countries that contributed the most to this research, namely: UK, US, and Australia. The methodology that is widely used is quantitative. 2. There are four industrial sectors that use digital marketing in this study. 3. The citation results are divided into 7 clusters with different topics of discussion. 4. There are three articles that are most frequently cited by other studies. 5. The results of the co-citation concluded that there were 5 related clusters and different topics of discussion. 6. Research trends have developed before the pandemic until the time of the pandemic, both in terms of keywords, industrial sectors, and the methodology used.

Item Type:	Thesis (Post-Doctoral)
Uncontrolled Keywords:	Strategi Pemasaran, Digital Marketing/ Internet Marketing, Covid-19, Analisis Sitasi, Analisis ko-sitasi, Marketing Strategy, Citation Analysis, Co-Citation Analysis
Subjects:	H Social Sciences > HF Commerce > HF5415.1265 Internet marketing.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Raihan Putra Satyas
Date Deposited:	07 Feb 2022 06:14
Last Modified:	02 Nov 2022 03:24
URI:	http://repository.its.ac.id/id/eprint/92949

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