Analisis Bibliometrik untuk Tren Penelitian Green Marketing Berbasis Database Scopus Periode 2014-2023

Zaenul Muttaqien, Edi Murdiyanto, Dewi Novita Sari

Abstract


Green marketing adalah satu topik dalam ilmu pemasaran yang banyak diminati oleh para peneliti terutama di kawasan benua Asia. Negara di kawasan Asia yang banyak menghasilkan artikel tentang Green Marketing, beberapa diantaranya adalah negara India, China, Indonesia, Malaysia, Iran, Taiwan, Pakistan. Penelitian ini bertujuan untuk melakukan pemetaan riset menggunakan analisis bibliometrik dengan menggunakan kata kunci green marketing sebagai judul penelitian. Metadata yang digunakan diunduh dari database Scopus dari tahun 2014 hingga tahun 2013, berbahasa inggris dan berbentuk artikel penelitian. Penelitian ini mencari tahu mengenai (1) Jumlah publikasi artikel berdasarkan kategori tahun (2) Jumlah publikasi artikel berdasarkan sumber jurnal (3) Jumlah publikasi artikel berdasarkan kategori penulis (4) Jumlah publikasi artikel berdasarkan kategori afiliasi (5) Jumlah publikasi artikel berdasarkan kategori negera (6) Jumlah publikasi artikel berdasarkan kategori subjek area. Penyajian berbentuk tabel dan grafik, sedangkan pemetaan publikasi divisualisasikan menggunakan software Vosviewer

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DOI: https://doi.org/10.37531/sejaman.v7i2.7959

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