A Systematic Literature Review Of The Development Of Digital Marketing Key Articles And Its Implications For Future Research Development And Innovation)

Susilo, Rio Aviandry and Radityo Putro Handrito,, SE., MM., Ph.D (2021) A Systematic Literature Review Of The Development Of Digital Marketing Key Articles And Its Implications For Future Research Development And Innovation). Sarjana thesis, Universitas Brawijaya.

Abstract

Studi systematic literature review ini bertujuan untuk menganalisis perkembangan pemasaran digital dan memberikan sejarah inovasi pemasaran digital berdasarkan literatur yang ada. Penelitian tersebut mencari beberapa kata kunci artikel yang dipublikasikan tentang pemasaran digital dari tahun 2011 hingga 2021 di database artikel penelitian yang kredibel. Tinjauan pengembangan penelitian menunjukkan bahwa topik pemasaran digital mulai berkembang pesat sejak penggunaan internet, smartphone, dan media sosial meningkat. Pemasaran digital diperkenalkan pada tahun 90-an ketika mesin pencari pertama diluncurkan di lingkungan publik. Pemasaran digital adalah salah satu topik populer di bidang manajemen dan pemasaran. Namun, banyak dari konsep yang muncul berulang-ulang dan terlalu sering digunakan, membuat beberapa topik menarik belakangan ini kurang mendapat perhatian. Seiring dengan berkembangnya minat dan penerapan pemasaran digital, konsep pemasaran digital juga dipengaruhi oleh penggunaannya karena teknologi berkembang pesat, dan banyak konsep pemasaran digital mulai tumbuh dan menjadi lebih kompleks. Studi ini menyelidiki evolusi pengembangan pemasaran digital secara rinci sejak beberapa organisasi besar telah secara optimal menggunakan pemasaran digital hingga saat ini, di mana pemasaran digital telah digunakan oleh setiap bisnis di seluruh dunia dan digunakan secara efektif untuk meningkatkan kinerja pemasaran. Selain itu, keterbatasan penelitian dan saran untuk penelitian masa depan dibahas pada akhir penelitian

English Abstract

This systematic literature review study aimed to analyze digital marketing development and provide a history of digital marketing innovation based on the existing literature. The study searched several keywords of published articles about digital marketing from 2011 to 2021 on credible research article databases. The research development review shows that the digital marketing topic is beginning to grow rapidly since the internet, smartphones, and social media usage has increased. Digital marketing was introduced in the ’90s when search engine first launched to the public environment. Digital marketing is one of the popular topics in the management and marketing field. However, many of the concepts appear repetitive and overused, making some of the recent interesting topics have less attention. As the interest and implementation of digital marketing continue to grow, the concept of digital marketing is also affected by its usage since the technology is rapidly evolving, and many digital marketing have started to grow and become more complex. This study investigated the evolution of digital marketing development in precise detail since some big organizations have optimally used digital marketing until the present, where digital marketing has been used by every business worldwide and effectively utilized to improve marketing performance. Additionally, the study's limitations and suggestions for future research were discussed at the end of the study

Item Type:	Thesis (Sarjana)
Identification Number:	0521020400
Uncontrolled Keywords:	Digital Marketing, Online Marketing, Perkembangan Digital Marketing, Systematic Literature Review (SLR), Digital Marketing, Online Marketing, Digital Marketing development, Systematic Literature Review (SLR)
Subjects:	600 Technology (Applied sciences) > 658 General management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Nur Cholis
Date Deposited:	05 Jul 2022 01:59
Last Modified:	05 Jul 2022 01:59
URI:	http://repository.ub.ac.id/id/eprint/191519

Text (DALAM MASA EMBARGO) RIO AVIANDRY SUSILO.pdf Restricted to Registered users only until 31 December 2023. Download (3MB)

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