The Risks of Digital Marketing in Indonesia: A Bibliometric Analysis

Authors

  • Nungki Yartono National University, Jakarta
  • Kumba Digdowiseiso National University, Jakarta
  • Sarina Ismail Universiti Malaysia Terengganu

DOI:

https://doi.org/10.59889/ijembis.v3i3.227

Keywords:

Bibliometrics, Digital Marketing, Risk, Indonesia.

Abstract

Digital marketing uses digital technology in the business world. The use of digital technology in marketing is also considered more advanced when compared to conventional marketing, so that 63.52% of digital users utilize digital technology for marketing. However, on the other hand, digital technology increases security risks. Therefore, an in-depth study of the risks of digital marketing in Indonesia is needed. The method used is bibliometric analysis with clustering and density models. The data needed comes from scientific literature which is available from crossref. The tools used for analysis consist of perish or publish and VOSviewer. Based on bibliometric analysis with a network visualization model, there are five keyword clusters that frequently appear, the first cluster is shown in red, which contains 10 keywords. The second cluster, shown in green, contains 10 keywords. The third cluster shown in blue contains 6 keywords. The fourth cluster shown in yellow contains 5 keywords. The fifth cluster shown in purple contains 2 keywords. Based on density analysis, the topics often discussed in studies of the determinants of e-commerce development consist of 30 words with the main word being digital marketing.

Downloads

Download data is not yet available.

References

Adam, et al. (2020). The role of digital marketing platforms on supply chain management for customer satisfaction and loyalty in small and medium enterprises (SMEs) at Indonesia. International Journal of Supply Chain Management, 9(3).

Andhyka, B. et al. (2023). The Use of Digital Marketing in MSMEs in supporting Business Continuity in Indonesia. Asian Journal of Entrepreneurship, 4(1). https://doi.org/https://doi.org/10.55057/aje.2023.4.1.3

Arkhipova, N & Gurieva, M. (n.d.). Internet of Things in Digital Marketing and Data Security Concerns. Proceedings of the 3rd International Conference on Judicial, Administrative and Humanitarian Problems of State Structures and Economic Subjects (JAHP 2018). https://doi.org/10.2991/jahp-18.2018.54

Badan Pusat Statistik Indonesia. (2022). Statistik e-commerce 2022. https://www.bps.go.id/publication/2022/12/19/d215899e13b89e516caa7a44/statistik-e-commerce-2022.html

Febriandika, N, R. et al. (2023). Online impulse buying on TikTok platform: Evidence from Indonesia. Innovative Marketing, 19(3). https://doi.org/http://dx.doi.org/10.21511/im.19(3).2023.17

Fiandari, Y, R. (2022). Analisis bibliometrik publikasi perkembangan penelitian pemasaran digital kosmetik halal. BACA: Jurnal Dokumentasi Dan Informasi, 43(2). https://doi.org/10.14203/j.baca.v43i2.843

Indriyani, D. (2021). E - COMMERCE & ONLINE MARKETING: RISKS ASSOCIATED WITH ONLINE SHOPPING. DIJDBM Dinasti International Journal of Digital Business Management, 2(3). https://doi.org/https://doi.org/10.31933/dijdbm.v2i 3

Khan, A. et al. (2022). A bibliometric review of finance bibliometric papers. Finance Research Letters, 47. https://doi.org/https://doi.org/10.1016/j.frl.2021.102520

Kumar, B. et al. (2020). Digital mediation in business-to-business marketing: A bibliometric analysis. Industrial Marketing Management, 85. https://nscpolteksby.ac.id/ebook/files/Ebook/International Marketing Management/Digital mediation in business-to-business marketing A bibliometric analysis.pdf

Langan, et al. (2019). No TitleThe State of Digital Marketing in Academia: An Examination of Marketing Curriculum’s Response to Digital Disruption. Sage Journals, 41(1). https://journals.sagepub.com/doi/full/10.1177/0273475318823849

Nasution, A. E., Putri, L. P., & Astuti, R. (2022). Pemasaran Digital Terintegrasi Terhadap Loyalitas Pelanggan. Jurnal Ilmiah Manajemen Dan Bisnis, 23(2), 162–176.

Peter, M.K & Vecchia, M. . (2021). The Digital Marketing Toolkit: A Literature Review for the Identification of Digital Marketing Channels and Platforms. New Trends in Business Information Systems and Technology: Digital Innovation and Digital Business Transformation, 251–265. https://doi.org/https://doi.org/10.1007/978-3-030-48332-6_17

Prameswari, D, A & Aprianingsih, A. (2023). Proposed Digital Marketing Strategy for Textile Companies (Case Study: PT. Aneka Tekstil Indonesia). International Journal of Current Science Research and Review, 6(2). https://doi.org/10.47191/IJCSRR/v6-I2-23

Setyawan, S, A. et al. (2023). The Influence of Direct Marketing, Digital Marketing, and Instagram Celebrity Support on Purchase Decisions in Samarinda City, Indonesia. Journal of Madani Society, 2(1). https://journal.srnintellectual.com/index.php/jmsc/article/view/175/174

Sihotang, H, K, N & Hudrasyah, H. (2023). Proposed Digital Marketing Strategy Using Existing Customer Journey Analysis Case Study: PT SS. Internation Journal of Current Science Research and Review, 6(3). https://doi.org/10.47191/ijcsrr/V6-i3-07

Wearesocial. (2023). Indonesia Digital 2023. https://wearesocial-com.translate.goog/id/blog/2023/01/digital-2023/?_x_tr_sl=en&_x_tr_tl=id&_x_tr_hl=id&_x_tr_pto=tc

Downloads

Published

2023-09-30

How to Cite

Yartono , N. ., Digdowiseiso , K. ., & Ismail , S. . (2023). The Risks of Digital Marketing in Indonesia: A Bibliometric Analysis. INTERNATIONAL JOURNAL OF ECONOMICS, MANAGEMENT, BUSINESS, AND SOCIAL SCIENCE (IJEMBIS), 3(3), 1013–1022. https://doi.org/10.59889/ijembis.v3i3.227

Most read articles by the same author(s)

1 2 3 4 5 6 7 8 9 > >>