Strategi Pemasaran Digital dalam Mendorong Keberhasilan Wirausaha di Era Digital

Moh Gifari Sono; Erwin Erwin; Muhamad Ammar Muhtadi

doi:10.58812/jekws.v1i04.712

Penulis

Moh Gifari Sono Universitas Muhammadiyah Luwuk
Erwin Erwin STIE Ciputra Makassar
Muhamad Ammar Muhtadi Universitas Nusa Putra

DOI:

https://doi.org/10.58812/jekws.v1i04.712

Kata Kunci:

Strategi Pemasaran, Digital, Keberhasilan Wirausaha, Bibliometrik Analisis

Abstrak

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.

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Strategi Pemasaran Digital dalam Mendorong Keberhasilan Wirausaha di Era Digital

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