Analisis Bibliometrik Komunikasi Pemasaran Terpadu Di Sektor Energi: Tren Dan Tema Selama Satu Dekade Terakhir
DOI:
https://doi.org/10.37385/msej.v6i5.9376Keywords:
Integrated Marketing, Marketing Communication, EnergyAbstract
Dalam mendapatkan sebuah Analisa yang menyeluruh pada penelitian yang telah dilakukan, khususnya pada Komunikasi Pemasaran Terpadu dengan spesifikasi sektor Energi dalam satu dekade terakhir, maka penulis mengevaluasi tema yang paling relevan terkait komunikasi pemasaran melalui analisis bibliometric menggunakan kata kunci “Integrated Marketing” or “ Marketing Communication” AND “ Energy”. Penelitian bibliometric ini dilakukan menggunakan aplikasi Publish or perish dan Vosviewer dengan lima tahapan meliputi kata “Integrated Marketing” or “ Marketing Communication” AND “ Energy” sebagai kunci pencarian awal (Defining the Appropriate Search Terms) menjadi hasil pencarian awal (Initial Search Result), penyempurnaan hasil pencarian (Refinement of the Search Results), data statistik awal (Initial Data Statistic), dan analisa data (Data Analysis). Hasil penelitian ini yaitu menemukan bahwa dari seluruh artikel terkait “Integrated Marketing” or “ Marketing Communication” AND “ Energy” terdapat 7 Cluster dengan 149 item dari rentang Waktu penelitian tahun 2014 sampai dengan 2024.
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