Advances in Data-Driven Marketing Technologies: A Bibliometric Analysis of Indonesian Research Trends
https://doi.org/10.35877/454RI.asci3811
Keywords:
Bibliometric Analysis, Data Driven, Marketing Technology
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Abstract
Indonesia, the largest economy in Southeast Asia, has experienced an increase in need for innovative, data-driven marketing research given its fast economic expansion. Business strategy and decision making depend on this study as it let companies adjust to the specificities of local markets affected by socioeconomic, technological, and demographic variables. This study aims to assess the direction and breadth of the research as well as identify any knowledge gaps or underutilized studies in the field of marketing, especially in Indonesia. Bibliometrics is the technique utilized by means of data analysis drawn from the Scopus database in January 2024. Ratih Hurriyati of the Indonesian Education University, with 11 publications to her credit and 209 citations to her works, is the most active writer in this area. The results show the key trends in Indonesian marketing research. Apart from that, the "International Journal of Data and Network Science" is the most often published journal source with 36 papers altogether. Particularly in relation to the use of digital technology to improve consumer satisfaction and promote loyalty in innovative markets, these findings provide new ideas for policy development and more research. Marketing research done in Indonesia has a huge possibility to considerably add to the literature in the globe when one considers both local and global dynamics.
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References
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Farooq, R. (2023). Mapping the field of knowledge management: a bibliometric analysis using R. VINE Journal of Information and Knowledge Management Systems, 53(6), 1178–1206.
Ferdinand, M., & Ciptono, W. S. (2022). Indonesia’s Cosmetics Industry Attractiveness, Competitiveness and Critical Success Factor Analysis. Jurnal Manajemen Teori Dan Terapan | Journal of Theory and Applied Management, 15(2), 209–223. https://doi.org/10.20473/jmtt.v15i2.37451
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Haudi, H., Handayani, W., Musnaini, M., Suyoto, Y., Prasetio, T., Pitaloka, E., Wijoyo, H., Yonata, H., Koho, I., & Cahyon, Y. (2022). The effect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science, 6(3), 961–972.
Haudi, Rahadjeng, E. R., Santamoko, R., Putra, R. S., Purwoko, D., Nurjannah, D., Koho, I. R., Wijoyo, H., Siagian, A. O., Cahyono, Y., & Purwanto, A. (2022). The role of e-marketing and e-crm on e-loyalty of indonesian companies during covid pandemic and digital era. Uncertain Supply Chain Management, 10(1), 217–224. https://doi.org/10.5267/j.uscm.2021.9.006
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Irma Trimulyawati, Ladina Syafa Sholeha, Adi Setiawan, & Tiara Muthiarsih. (2024). The Influence of Paylater and Affiliate Features on Consumer Buying Interest in Shopping on the Shopee Aplication. Athena: Journal of Social, Culture and Society, 2(2), 364–372. https://doi.org/10.58905/athena.v2i2.289
Iswanto, D., Irsyad, Z., & Sangadji, S. S. (n.d.). Optimizing Social Media Marketing to Preserve Lombok’s Traditions and Culture. https://doi.org/10.58905/apollo.v2i3.365
Khrais, L. T., & Gabbori, D. (2023). The effects of social media digital channels on marketing and expanding the industry of e-commerce within digital world. Periodicals of Engineering and Natural Sciences, 11(5), 64–75.
Kiki Dianti, N Nurkomalasari, Fazri Wima Maulana, Kartika Puspitasari Arrochimmi, & Adi Setiawan. (2024). Mapping Digital Marketing Strategy Study with Using Bibliometric Analysis. Apollo: Journal of Tourism and Business, 2(1), 177–189. https://doi.org/10.58905/apollo.v2i1.295
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49, 51–70.
Melović, B., Jocović, M., Dabić, M., Vulić, T. B., & Dudic, B. (2020). The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro. Technology in Society, 63, 101425.
Moslehpour, M., Ismail, T., Purba, B., & Wong, W. K. (2022). What makes go-jek go in indonesia? The influences of social media marketing activities on purchase intention. Journal of Theoretical and Applied Electronic Commerce Research, 17(1), 89–103. https://doi.org/10.3390/jtaer17010005
Pölönen, J., Laakso, M., Guns, R., Kulczycki, E., & Sivertsen, G. (2020). Open access at the national level: A comprehensive analysis of publications by Finnish researchers. Quantitative Science Studies, 1(4), 1396–1428.
Prasetyo, Y. W. A., Santos, L. T., Hayari, Abidin, K., & Chusumastuti, D. (2023). Artificial Intelligence for marketing communication: moral dilemma, ethics, and customer satisfaction. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 7(3), 726–741. https://doi.org/10.25139/jsk.v7i3.6993
Purnomo, Y. J. (2023). Digital marketing strategy to increase sales conversion on e-commerce platforms. Journal of Contemporary Administration and Management (ADMAN), 1(2), 54–62.
Purwanto, E., & Irawan, A. P. (2023). Bibliometric Analysis of Electric Vehicle Adoption Research: Trends, Implications, and Future Directions. International Journal of Safety & Security Engineering, 13(5), 789–800.
Putranto, T. D., Susilo, D., Suyanto, B., & Ariadi, S. (2022). Indonesian millennials: Building metrosexual capitalist industry through Instagram #cowokmilenial. Plaridel, 19(2). https://doi.org/10.52518/2021-09pssa
Raya, A. B., Andiani, R., Siregar, A. P., Prasada, I. Y., Indana, F., Simbolon, T. G. Y., Kinasih, A. T., & Nugroho, A. D. (2021). Challenges, open innovation, and engagement theory at craft smes: Evidence from Indonesian batik. Journal of Open Innovation: Technology, Market, and Complexity, 7(2), 121.
Rosda, R., Wali, M., & Imilda, I. (2023). Evaluation of the Successful Implementation of the SIMARDI Using the Technology Acceptance Model (TAM). SAGA: Journal of Technology and Information System, 1(2), 56–63. https://doi.org/10.58905/SAGA.V1I2.67
Saha, V., Mani, V., & Goyal, P. (2020). Emerging trends in the literature of value co-creation: a bibliometric analysis. Benchmarking: An International Journal, 27(3), 981–1002.
Setiawan, E. B., Wati, S., Wardana, A., & Ikhsan, R. B. (2020). Building trust through customer satisfaction in the airline industry in Indonesia: Service quality and price fairness contribution. Management Science Letters, 10(5), 1095–1102. https://doi.org/10.5267/j.msl.2019.10.033
Shukla, S., Bisht, K., Tiwari, K., & Bashir, S. (2023). Comparative Study of the Global Data Economy. In Data Economy in the Digital Age (pp. 63–86). Springer.
Solimun, S., & Fernandes, A. A. R. (2018). The mediation effect of customer satisfaction in the relationship between service quality, service orientation, and marketing mix strategy to customer loyalty. Journal of Management Development, 37(1), 76–87. https://doi.org/10.1108/JMD-12-2016-0315
Su, M., Peng, H., & Li, S. (2021). A visualized bibliometric analysis of mapping research trends of machine learning in engineering (MLE). Expert Systems with Applications, 186, 115728.
Sudirjo, F., Dizon, C. C. G., Rusmardiana, A., Deni, A., & Hantono, H. (2024). Sustainable marketing dilemmas: moral, ethical, and practical in business communication perspectives. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 8(1), 011–020. https://doi.org/10.25139/jsk.v8i1.8052
Sulistyo, H., & Siyamtinah. (2016). Innovation capability of SMEs through entrepreneurship, marketing capability, relational capital and empowerment. Asia Pacific Management Review, 21(4), 196–203. https://doi.org/https://doi.org/10.1016/j.apmrv.2016.02.002
Supardi, S., Eko Agustinova, D., Tri, S., Putro, J., & Septiantoko, R. (2023). E-Services: Implementation of Digital-Based Public Services in The 4.0 Era. Athena: Journal of Social, Culture and Society, 1(3), 87–92. https://doi.org/10.58905/ATHENA.V1I3.40
Susiang, M. I. N., Suryaningrum, D. A., Masliardi, A., Setiawan, E., & Abdillah, F. (2023). Enhancing customer experience through effective marketing strategies: The context of online shopping. SEIKO: Journal of Management & Business, 6(2), 437–447.
Syaifullah, J., Syaifudin, M., Sukendar, M. U., & Junaedi, J. (2021). Social Media Marketing and Business Performance of MSMEs During the COVID-19 Pandemic. Journal of Asian Finance, Economics and Business, 8(2), 523–531. https://doi.org/10.13106/jafeb.2021.vol8.no2.0523
Syazali, M., Putra, F. G., Rinaldi, A., Utami, L. F., Widayanti, W., Umam, R., & Jermsittiparsert, K. (2019). Partial correlation analysis using multiple linear regression: Impact on business environment of digital marketing interest in the era of industrial revolution 4.0. Management Science Letters, 9(11), 1875–1886. https://doi.org/10.5267/j.msl.2019.6.005
Wijaya, O. Y. A., Sulistiyani, Pudjowati, J., Kartikawati, T. S., Kurniasih, N., & Purwanto, A. (2021). The role of social media marketing, entertainment, customization, trendiness, interaction and word-of-mouth on purchase intention: An empirical study from indonesian smartphone consumers. International Journal of Data and Network Science, 5(3), 231–238. https://doi.org/10.5267/j.ijdns.2021.6.011
Aji, P. M., Nadhila, V., & Sanny, L. (2020). Effect of social media marketing on instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry. International Journal of Data and Network Science, 4(2), 91–104. https://doi.org/10.5267/j.ijdns.2020.3.002
Chen, Y., Maidin, S. S., Tsegyu, S., Tiamiyu, K. A., Ogbonne, I. P., Yare, D. M., Ogiri, H. K., & Gever, V. C. (2023). Developing and evaluating the impact of a small group communication programme in improving the entrepreneurial competence and economic self-efficacy of smallholder farmers with art skills. PLoS ONE, 18(11 NOVEMBER). https://doi.org/10.1371/journal.pone.0292640
Diallo, M. F., Lambey, C., Hasanzade, V., & Osburg, V.-S. (2023). Do socio-cultural factors affect the relationships between CSR and loyalty in retailing? A three-country investigation. International Journal of Retail & Distribution Management.
F Fitria, Desi Tia Adisti, D Dea, Agum Gumelar, & Adi Setiawan. (2024). Mapping Sustainable Marketing Using Bibliometric Analysis. Apollo: Journal of Tourism and Business, 2(2), 210–227. https://doi.org/10.58905/apollo.v2i2.299
Farooq, R. (2023). Mapping the field of knowledge management: a bibliometric analysis using R. VINE Journal of Information and Knowledge Management Systems, 53(6), 1178–1206.
Ferdinand, M., & Ciptono, W. S. (2022). Indonesia’s Cosmetics Industry Attractiveness, Competitiveness and Critical Success Factor Analysis. Jurnal Manajemen Teori Dan Terapan | Journal of Theory and Applied Management, 15(2), 209–223. https://doi.org/10.20473/jmtt.v15i2.37451
Gusenbauer, M. (2022). Search where you will find most: Comparing the disciplinary coverage of 56 bibliographic databases. Scientometrics, 127(5), 2683–2745.
Hapsari, R., Clemes, M. D., & Dean, D. (2017). The impact of service quality, customer engagement and selected marketing constructs on airline passenger loyalty. International Journal of Quality and Service Sciences, 9(1), 21–40. https://doi.org/10.1108/IJQSS-07-2016-0048
Haudi, H., Handayani, W., Musnaini, M., Suyoto, Y., Prasetio, T., Pitaloka, E., Wijoyo, H., Yonata, H., Koho, I., & Cahyon, Y. (2022). The effect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science, 6(3), 961–972.
Haudi, Rahadjeng, E. R., Santamoko, R., Putra, R. S., Purwoko, D., Nurjannah, D., Koho, I. R., Wijoyo, H., Siagian, A. O., Cahyono, Y., & Purwanto, A. (2022). The role of e-marketing and e-crm on e-loyalty of indonesian companies during covid pandemic and digital era. Uncertain Supply Chain Management, 10(1), 217–224. https://doi.org/10.5267/j.uscm.2021.9.006
Indriastuti, H. (2019). Entrepreneurial innovativeness, relational capabilities, and value co-creation to enhance marketing performance. Humanities and Social Sciences Reviews, 7(3), 181–188. https://doi.org/10.18510/hssr.2019.7328
Irma Trimulyawati, Ladina Syafa Sholeha, Adi Setiawan, & Tiara Muthiarsih. (2024). The Influence of Paylater and Affiliate Features on Consumer Buying Interest in Shopping on the Shopee Aplication. Athena: Journal of Social, Culture and Society, 2(2), 364–372. https://doi.org/10.58905/athena.v2i2.289
Iswanto, D., Irsyad, Z., & Sangadji, S. S. (n.d.). Optimizing Social Media Marketing to Preserve Lombok’s Traditions and Culture. https://doi.org/10.58905/apollo.v2i3.365
Khrais, L. T., & Gabbori, D. (2023). The effects of social media digital channels on marketing and expanding the industry of e-commerce within digital world. Periodicals of Engineering and Natural Sciences, 11(5), 64–75.
Kiki Dianti, N Nurkomalasari, Fazri Wima Maulana, Kartika Puspitasari Arrochimmi, & Adi Setiawan. (2024). Mapping Digital Marketing Strategy Study with Using Bibliometric Analysis. Apollo: Journal of Tourism and Business, 2(1), 177–189. https://doi.org/10.58905/apollo.v2i1.295
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49, 51–70.
Melović, B., Jocović, M., Dabić, M., Vulić, T. B., & Dudic, B. (2020). The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro. Technology in Society, 63, 101425.
Moslehpour, M., Ismail, T., Purba, B., & Wong, W. K. (2022). What makes go-jek go in indonesia? The influences of social media marketing activities on purchase intention. Journal of Theoretical and Applied Electronic Commerce Research, 17(1), 89–103. https://doi.org/10.3390/jtaer17010005
Pölönen, J., Laakso, M., Guns, R., Kulczycki, E., & Sivertsen, G. (2020). Open access at the national level: A comprehensive analysis of publications by Finnish researchers. Quantitative Science Studies, 1(4), 1396–1428.
Prasetyo, Y. W. A., Santos, L. T., Hayari, Abidin, K., & Chusumastuti, D. (2023). Artificial Intelligence for marketing communication: moral dilemma, ethics, and customer satisfaction. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 7(3), 726–741. https://doi.org/10.25139/jsk.v7i3.6993
Purnomo, Y. J. (2023). Digital marketing strategy to increase sales conversion on e-commerce platforms. Journal of Contemporary Administration and Management (ADMAN), 1(2), 54–62.
Purwanto, E., & Irawan, A. P. (2023). Bibliometric Analysis of Electric Vehicle Adoption Research: Trends, Implications, and Future Directions. International Journal of Safety & Security Engineering, 13(5), 789–800.
Putranto, T. D., Susilo, D., Suyanto, B., & Ariadi, S. (2022). Indonesian millennials: Building metrosexual capitalist industry through Instagram #cowokmilenial. Plaridel, 19(2). https://doi.org/10.52518/2021-09pssa
Raya, A. B., Andiani, R., Siregar, A. P., Prasada, I. Y., Indana, F., Simbolon, T. G. Y., Kinasih, A. T., & Nugroho, A. D. (2021). Challenges, open innovation, and engagement theory at craft smes: Evidence from Indonesian batik. Journal of Open Innovation: Technology, Market, and Complexity, 7(2), 121.
Rosda, R., Wali, M., & Imilda, I. (2023). Evaluation of the Successful Implementation of the SIMARDI Using the Technology Acceptance Model (TAM). SAGA: Journal of Technology and Information System, 1(2), 56–63. https://doi.org/10.58905/SAGA.V1I2.67
Saha, V., Mani, V., & Goyal, P. (2020). Emerging trends in the literature of value co-creation: a bibliometric analysis. Benchmarking: An International Journal, 27(3), 981–1002.
Setiawan, E. B., Wati, S., Wardana, A., & Ikhsan, R. B. (2020). Building trust through customer satisfaction in the airline industry in Indonesia: Service quality and price fairness contribution. Management Science Letters, 10(5), 1095–1102. https://doi.org/10.5267/j.msl.2019.10.033
Shukla, S., Bisht, K., Tiwari, K., & Bashir, S. (2023). Comparative Study of the Global Data Economy. In Data Economy in the Digital Age (pp. 63–86). Springer.
Solimun, S., & Fernandes, A. A. R. (2018). The mediation effect of customer satisfaction in the relationship between service quality, service orientation, and marketing mix strategy to customer loyalty. Journal of Management Development, 37(1), 76–87. https://doi.org/10.1108/JMD-12-2016-0315
Su, M., Peng, H., & Li, S. (2021). A visualized bibliometric analysis of mapping research trends of machine learning in engineering (MLE). Expert Systems with Applications, 186, 115728.
Sudirjo, F., Dizon, C. C. G., Rusmardiana, A., Deni, A., & Hantono, H. (2024). Sustainable marketing dilemmas: moral, ethical, and practical in business communication perspectives. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 8(1), 011–020. https://doi.org/10.25139/jsk.v8i1.8052
Sulistyo, H., & Siyamtinah. (2016). Innovation capability of SMEs through entrepreneurship, marketing capability, relational capital and empowerment. Asia Pacific Management Review, 21(4), 196–203. https://doi.org/https://doi.org/10.1016/j.apmrv.2016.02.002
Supardi, S., Eko Agustinova, D., Tri, S., Putro, J., & Septiantoko, R. (2023). E-Services: Implementation of Digital-Based Public Services in The 4.0 Era. Athena: Journal of Social, Culture and Society, 1(3), 87–92. https://doi.org/10.58905/ATHENA.V1I3.40
Susiang, M. I. N., Suryaningrum, D. A., Masliardi, A., Setiawan, E., & Abdillah, F. (2023). Enhancing customer experience through effective marketing strategies: The context of online shopping. SEIKO: Journal of Management & Business, 6(2), 437–447.
Syaifullah, J., Syaifudin, M., Sukendar, M. U., & Junaedi, J. (2021). Social Media Marketing and Business Performance of MSMEs During the COVID-19 Pandemic. Journal of Asian Finance, Economics and Business, 8(2), 523–531. https://doi.org/10.13106/jafeb.2021.vol8.no2.0523
Syazali, M., Putra, F. G., Rinaldi, A., Utami, L. F., Widayanti, W., Umam, R., & Jermsittiparsert, K. (2019). Partial correlation analysis using multiple linear regression: Impact on business environment of digital marketing interest in the era of industrial revolution 4.0. Management Science Letters, 9(11), 1875–1886. https://doi.org/10.5267/j.msl.2019.6.005
Wijaya, O. Y. A., Sulistiyani, Pudjowati, J., Kartikawati, T. S., Kurniasih, N., & Purwanto, A. (2021). The role of social media marketing, entertainment, customization, trendiness, interaction and word-of-mouth on purchase intention: An empirical study from indonesian smartphone consumers. International Journal of Data and Network Science, 5(3), 231–238. https://doi.org/10.5267/j.ijdns.2021.6.011
Published
2024-12-31
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How to Cite
Yuaniko Paramitra, Syamsu Rijal, Guellica Agnesia Claudia Thanos, Toong Hai Sam, Intan Nurrachmi, Darwis Robinson Manalu, & Rahim, R. (2024). Advances in Data-Driven Marketing Technologies: A Bibliometric Analysis of Indonesian Research Trends. Journal of Applied Science, Engineering, Technology, and Education, 6(2), 201-210. https://doi.org/10.35877/454RI.asci3811
Copyright (c) 2024 Yuaniko Paramitra, Syamsu Rijal, Guellica Agnesia Claudia Thanos, Toong Hai Sam, Intan Nurrachmi, Darwis Robinson Manalu, Robbi Rahim (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
