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All Journal International Journal of Engineering, Science and Information Technology
Adi Setiawan
University of Swadaya Gunung Jati
Astronomy Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Education Electrical & Electronics Engineering Energy Engineering Industrial & Manufacturing Engineering Library & Information Science Materials Science & Nanotechnology Mathematics Mechanical Engineering Physics Social Sciences Transportation

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Mapping Marketing Communication Using Digital Media Euis Muflihah; Jihan Fadhillah; Adi Setiawan
International Journal of Engineering, Science and Information Technology Vol 5, No 2 (2025)
Publisher : Malikussaleh University, Aceh, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52088/ijesty.v5i2.855

Abstract

Digital marketing communications mapping involves analyzing marketing messages spread across various digital platforms. To gain a better understanding of customer behavior. The purpose of this research is to identify articles that examine the role of marketing communication mapping products using digital media and provide an understanding of mapping marketing as a creative approach to marketing. Additionally, this research seeks to present and explain mapping studies relevant to the theme. Similarity Visualization (Vosviewers) is an application used in this study to combine qualitative methodologies with bibliometric techniques. In order to find articles through Publish or Perish, users entered keywords like search engine marketing, influencers, affiliates, advantages, disadvantages, display advertising, customers, social media, digital media, and digital channels. A total of 604 articles were found, which VosViewer then processed. The analysis results suggest that scientific mapping and the potential for further research on mapping marketing could serve as reference variables for future academics in their articles.
Bibliometric Analysis Online Marketplace Analysis Sofiyan Asyahuri; Adi Setiawan; Syifaudin Syifaudin
International Journal of Engineering, Science and Information Technology Vol 5, No 2 (2025)
Publisher : Malikussaleh University, Aceh, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52088/ijesty.v5i2.854

Abstract

Online marketplaces have revolutionized the world of modern commerce by offering a digital platform that enables transactions without the need for individual website management. This study aims to analyze the influence of marketplaces on consumer behaviour, business strategies, and digital economic transformation. The study uses a qualitative approach with a historical analysis method, examining 1,230 scholarly articles published between 1961 and 2024. The results show that factors such as big data, social media, and consumer personalization play an essential role in the success of marketplaces. However, key challenges include competition in the market, customer data management, and logistical constraints, all of which require continuous innovation. Through network visualization, opportunities for further research on subthemes, such as "customer experience" and "new economy," were identified. "This study provides strategic insights that can improve the efficiency and competitiveness of marketplaces in the global digital ecosystem.
Digital Marketing Data Mapping using bibliometric Analysis Muhammad Rafli Maulana; Ade Irawan; Adi Setiawan; Agustina Agustina
International Journal of Engineering, Science and Information Technology Vol 5, No 2 (2025)
Publisher : Malikussaleh University, Aceh, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52088/ijesty.v5i2.849

Abstract

This research examines the importance of digital data marketing as a response to technological advances and changes in the macro environment. The main focus of this research is the role of technologies, such as big data, artificial intelligence (AI), and predictive analytics, in driving successful marketing strategies, particularly for small and medium-sized enterprises (SMEs).To achieve this goal, the researcher used a qualitative research method with a historical approach, aiming to identify trends and developments in the relevant literature. In addition, bibliometric analysis was applied with the help of the VOSviewer tool. This analysis observed a significant growth in the study of digital data marketing. From the search using Publish or Perish covering the period of 1951 to 2025, a total of 1. 354 relevant articles were found. A focus on keyword co-occurrence revealed 6,260 keywords related to digital data marketing. After filtering the keywords into those that appeared at least three times and eliminating less relevant terms, 284 were found and divided into 16 clusters. This bibliometric analysis provides valuable insights for developing digital data marketing research through clear visualization of trends.
Co-Authors Ade Irawan Agustina Agustina Euis Muflihah Jihan Fadhillah Muhammad Rafli Maulana Sofiyan Asyahuri Syifaudin Syifaudin