Studi Bauran Pemasaran di Industri Coffee Shop: Sebuah Analisis Bibliometrik pada Database Scopus
Abstract
Teori bauran pemasaran (marketing mix) adalah salah satu teori terpopuler di bidang pemasaran. Marketing mix juga sering digunakan untuk meneliti pemasaran produk kopi di Indonesia. Namun, belum banyak literatur bibliometric yang menyoroti tentang berapa banyak publikasi bereputasi yang menyoroti penggunaan variable marketing mix. Dalam artikel ini, kami meneliti topik marketing mix menggunakan analisis bibliometrik dan tinjauan sistematis. Dari penelitian ini, kami menyimpulkan beberapa literatur dan penulis penting dalam topik terkait marketing mix dan bisnis kopi, coffee shop, atau kafe di seluruh dunia. Artikel ini membatasi investigasi di publikasi bereputasi Scopus.
Kata Kunci: Marketing mix, bibliometric, tinjauan literatur.
Abstract
The marketing mix theory is one of the most popular theories in the field of marketing. The marketing mix is also often used to research the marketing of coffee products in Indonesia. However, there is not much bibliometric literature that highlights how many reputable publications highlight the use of the variable marketing mix. In this article, we examine the topic of the marketing mix using bibliometric analysis and a systematic review. From this research, we conclude several important literatures and authors on topics related to marketing mix and the coffee business, coffee shop, or cafe around the world. This article limits investigations to reputable publications Scopus
Keywords: Marketing mix, bibliometrics, literature review.
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DOI: https://doi.org/10.37531/sejaman.v4i3.2700
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