Strategi Pemasaran Digital dalam Mendorong Keberhasilan Wirausaha di Era Digital
DOI:
https://doi.org/10.58812/jekws.v1i04.712Kata Kunci:
Strategi Pemasaran, Digital, Keberhasilan Wirausaha, Bibliometrik AnalisisAbstrak
Strategi pemasaran digital memainkan peran penting dalam membentuk kesuksesan wirausaha dalam lanskap dinamis era digital. Penelitian ini menggunakan analisis bibliometrik untuk mengeksplorasi dan mensintesis literatur yang ada secara sistematis tentang strategi pemasaran digital dan kesuksesan wirausaha. Beragam basis data Scopus digunakan untuk mengumpulkan kumpulan data komprehensif dari artikel-artikel yang telah diulas oleh rekan sejawat yang diterbitkan antara tahun 1993 dan 2023. Analisis ini mencakup statistik deskriptif, jaringan kepenulisan bersama, pola kutipan, dan kemunculan bersama kata kunci, dengan penekanan khusus pada persimpangan antara pemasaran digital dan kesuksesan wirausaha. Temuan utama meliputi penulis terkemuka dan karya-karya mereka yang berpengaruh, kelompok tematik, dan distribusi istilah dalam literatur. Tema-tema penting yang dieksplorasi meliputi kewirausahaan digital, ekonomi digital, pendidikan kewirausahaan, dan dampak transformatif teknologi digital pada ekosistem kewirausahaan. Penelitian ini berkontribusi pada pemahaman yang bernuansa tentang kondisi pengetahuan saat ini di lapangan dan mengidentifikasi kesenjangan dan peluang untuk penelitian di masa depan. Wawasan yang diperoleh dari analisis ini dapat menginformasikan para akademisi dan praktisi dalam mengoptimalkan strategi pemasaran digital untuk kesuksesan wirausaha dalam lanskap digital kontemporer.
Referensi
Arifin, B., Muzakki, A., & Kurniawan, M. W. (2019). Konsep digital marketing berbasis SEO (Search Engine Optimization) dalam strategi pemasaran. Ekombis Sains: Jurnal ….
Bala, M., & Verma, D. (2018). A Critical Review of Digital Marketing Paper Type: - Review and Viewpoint. International Journal of Management, IT & Engineering, 8(10), 321–339.
Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120.
Bizumuremyi, Y., Mabanza, N., & Masinde, M. (2022). Bibliometric Analysis of the Application of Blockchain Technology for Data Security: a Case Study of Global Mission Services’ Digital Platform. 2022 IST-Africa Conference (IST-Africa), 1–8.
Budiman, D., Iskandar, Y., & Jasuni, A. Y. (2022). Millennials’ Development Strategy Agri-Socio-Preneur in West Java. International Conference on Economics, Management and Accounting (ICEMAC 2021), 315–323.
Castillo, S. A. P. (2023). The Relationship between Digital Marketing and Entrepreneurship in the MYPES of Footwear Sector in APIAT Trade Fair in Trujillo, Peru. Asian Journal of Education and Social Studies, 38(2), 1–7.
French, A., Shim, J. P., Risius, M., Larsen, K. R., & ... (2021). The 4th Industrial Revolution powered by the integration of AI, blockchain, and 5G. Communications of the ….
Girish, G. P., & Ghosh, S. (2020). Dynamics between digital visibility through social media marketing and crowdfunding: Path to succeed in entrepreneurship. Indian Journal of Finance and Banking, 4(2), 28–37.
Hammou, I., Aboudou, S., & Makloul, Y. (2020). Social media and intangible cultural heritage for digital marketing communication: Case of Marrakech crafts.
Hasan, A. R. (2021). Artificial Intelligence (AI) in accounting & auditing: A Literature review. Open Journal of Business and Management, 10(1), 440–465.
Iskandar, Y., Ardhiyansyah, A., & Jaman, U. B. (2023). The Effect of Leadership, Supervision, and Work Motivation of the Principal on Teacher Professionalism at SMA Yadika Cicalengka, Bandung Regency. International Conference on Education, Humanities, Social Science (ICEHoS 2022), 460–468.
Iskandar, Y., Joeliaty, J., Kaltum, U., & Hilmiana, H. (2021). Bibliometric Analysis on Social Entrepreneurship Specialized Journals. Journal: WSEAS TRANSACTIONS ON ENVIRONMENT AND DEVELOPMENT, 941–951. https://doi.org/10.37394/232015.2021.17.87
Iskandar, Y., Joeliaty, J., Kaltum, U., & Hilmiana, H. (2022). Systematic review of the barriers to social enterprise performance using an institutional framework. Cogent Business & Management, 9(1), 2124592.
Iskandar, Y., & Kaltum, U. (2022). Exploring Human Resource and Organizational Factors That Influence the Performance of a Social Enterprise. Organizational Cultures: An International Journal, 22(2).
Jaman, U. B. (2017). Perlindungan hukum terhadap usaha mikro kecil dan menengah dihubungkan dengan asas kesetaraan ekonomi dalam upaya mendorong ekonomi kerakyatan. UIN Sunan Gunung Djati Bandung.
Jaman, U. B., & Pertiwi, E. (2023). Kedaulatan Pajak Negara Indonesia Terhadap Perusahaan Multinasional Digital. Jurnal Aktiva: Riset Akuntansi Dan Keuangan, 5(1), 32–42.
Kurdi, B., Alshurideh, M., Akour, I., Alzoubi, H., Obeidat, B., & Alhamad, A. (2022). The role of digital marketing channels on consumer buying decisions through eWOM in the Jordanian markets. International Journal of Data and Network Science, 6(4), 1175–1186.
Kurniawan, -, Maulana, A., & Iskandar, Y. (2023). The Effect of Technology Adaptation and Government Financial Support on Sustainable Performance of MSMEs during the COVID-19 Pandemic. Cogent Business & Management, 10(1), 2177400. https://doi.org/https://doi.org/10.1080/23311975.2023.2177400
Li, B., Zhang, T., Hua, N., & Wang, Y. (2021). A dynamic model of crisis management from a stakeholder perspective: the case of COVID-19 in China. Tourism Review. https://doi.org/10.1108/TR-09-2020-0413
Moorthy, T., & Sahid, S. (2021). The Influence of Digital Marketing Literacy on Entrepreneurship Behaviour among Public University Students in Malaysia. Int. J. Acad. Res. Bus. Soc. Sci, 12, 548–568.
Nataliia, T. (2020). Priority directions for development of digital marketing in the conditions of globalization. Pandemic Economic Crisis: Changes and New Challenges to Society, 227.
Nugrahanti, T. P., & Jahja, A. S. (2018). Audit judgment performance: The effect of performance incentives, obedience pressures and ethical perceptions. Journal of Environmental Accounting and Management, 6(3), 225–234.
Nuseir, M., & Refae, G. El. (2022). The effect of digital marketing capabilities on business performance enhancement: Mediating the role of customer relationship management (CRM). International Journal of Data and Network Science, 6(2), 295–304.
Othman, Z., Abu, N. H., Shafie, S., Zaman, N. B. K., Alias, E. F., & Yahaya, W. A. J. W. (2022). Challenges of Social Media Marketing in Digital Technology: A Case of Small Traders of Agricultural Products in Malaysia. Journal of Advanced Research in Applied Sciences and Engineering Technology, 28(3), 312–319.
Rakhmadani, D. P., & Arum, M. P. (2022). Digital Marketing Transformation by Implementing SEO Concepts in MSMEs. Case Study: CV Asa Nusantara Resources Malang. Manajemen Bisnis, 12(01), 85–93. https://doi.org/https://doi.org/10.22219/mb.v12i01.15875
Rusmayadi, G., Supriandi, S., & Pahrijal, R. (2023). Trends and Impact of Sustainable Energy Technologies in Mechanical Engineering: A Bibliometric Study. West Science Interdisciplinary Studies, 1(09), 831–841.
Sampurna, P. A., & Miranti, T. (2022). The Effect of Service Quality, Banking Digitalization, and Customer Relationship Management (CRM) on Customer Loyalty. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 12(1), 303–315.
Sindhuja, P. (2022). Assessment of Digital Marketing Technologies using TOPSIS Method.
Soluk, J., Miroshnychenko, I., Kammerlander, N., & De Massis, A. (2021). Family influence and digital business model innovation: the enabling role of dynamic capabilities. Entrepreneurship Theory and Practice, 45(4), 867–905.
Supriandi, S. (2022). PENGARUH MODAL SOSIAL, KAPABILITAS FINANSIAL, ORIENTASI KEWIRAUSAHAAN TERHADAP DAYA SAING BISNIS BERKELANJUTAN SERTA IMPLIKASINYA PADA KINERJA UMKM INDUSTRI KULINER DI KOTA SUKABUMI. Nusa Putra.
Supriandi, S., & Iskandar, Y. (2021). FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT BERWIRAUSAHA: SEBUAH STUDI LITERATUR. SENMABIS: Conference Series, 1(1), 96–107.
Supriandi, S., & Iskandar, Y. (2022). Strategic Business Development of Polosan Mas Ibing with the Business Model Canvas Approach. International Conference on Economics, Management and Accounting (ICEMAC 2021), 164–179.
Supriandi, S., & Muthmainah, H. N. (2023). Penerapan Teknologi Mesin Pembelajaran Dalam Sistem Manufaktur: Kajian Bibliometrik. Jurnal Multidisiplin West Science, 2(09), 833–846.
Taiminen, H. M., & Karjaluoto, H. (2015). The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), 633–651.
Trung, N. Q., & Thanh, N. Van. (2022). Evaluation of digital marketing technologies with fuzzy linguistic MCDM methods. Axioms, 11(5), 230.
Volini, E., Schwartz, J., Roy, I., Hauptmann, M., & ... (2019). Leading the social enterprise: Reinvent with a human focus. Deloitte Global Human ….
Widiawati, K., & Yuliani, T. (2022). Strategi Pemasaran Melalui Google Bisnisku Dengan SEO Untuk Meningkatkan Penjualan Spandek. Jurnal Administrasi Kantor.
Unduhan
Diterbitkan
Cara Mengutip
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2023 Moh Gifari Sono, Erwin Erwin, Muhamad Ammar Muhtadi
Artikel ini berlisensiCreative Commons Attribution-ShareAlike 4.0 International License.
Facebook 
Instagram 
Twitter 
Youtube 
+62 821 1557 5700 
info@westscience-press.com 