Article Per Year (5 Year)
p-Index From 2020 - 2025
0.408
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All Journal ATHENA: Journal of Social Culture and Society Apollo: Journal of Tourism and Business
D Dea
Unknown Affiliation
Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences Other

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Mapping Sustainable Marketing Using Bibliometric Analysis F Fitria; Desi Tia Adisti; D Dea; Agum Gumelar; Adi Setiawan
Apollo: Journal of Tourism and Business Vol. 2 No. 2 (2024): May 2024
Publisher : CV. Media Digital Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58905/apollo.v2i2.299

Abstract

Research on sustainable marketing is mapped using bibliometric analysis, which offers a thorough picture of the field's current condition and future directions. By means of bibliometric analysis using VosViewer and the collection of 1.385 articles, the study indicates a noteworthy increase in publications and citations concerning the subject matter during the last ten years. Several important clusters actively studying Sustainable Marketing, including sustainable consumer behavior, sustainability orientation, consumption patterns, market segmentation, and stakeholder roles, were found through analysis of author collaboration patterns. "Sustainable marketing research" is the core research area, and the bibliometric network visualization displays the essential terms and relationships between concepts. Though less thoroughly, subjects including customer capital, sustainable management, sustainable business, and digital marketing were also covered. This article's bibliometric analysis reveals some intriguing mapping findings. Collaboration in research articles is revealed by the author's analysis. The report also presents the findings from studies on sustainable consumer behavior. The study method on consumer sustainability challenges, including customer capital, spending, and behavior, is outlined by the bibliometric analysis. Bibliometric analysis, thus, offers a mapping of sustainability research, particularly in terms of offering significant insights on specific sustainability challenges like consumer difficulties.
Exploration of the Role of Tiktok Content: Influencer Strategy, Affiliate Marketing, and Online Customer Reviews in Influencing Generation Z Purchasing Decisions at Shopee F Fitria; Adisti, Desi Tia; D Dea; Gumelar, Agum; Adi Setiawan
Athena: Journal of Social, Culture and Society Vol. 2 No. 2 (2024): April 2024
Publisher : CV. Media Digital Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58905/athena.v2i2.287

Abstract

This study aims to determine the effect of the role of influencers, affiliate marketing, and online customer reviews at Shopee through TikTok content on Generation Z purchasing decisions. This research uses a quantitative approach by collecting data through an online survey of 199 respondents of the Management Study Program students class of 2020. The data were analyzed using multiple regression methods to evaluate the relationship between the independent variables of influencer roles, affiliate marketing, and online customer reviews and the dependent variable (purchasing decisions). The analysis results show that the role of influencers, affiliate marketing, and online customer reviews have a positive and significant influence on Generation Z's purchasing decisions. The findings emphasize the importance of integrating marketing strategies through influencers, affiliate marketing, and online customer reviews in influencing Generation Z's purchasing decisions. This provides guidance for businesses to utilize e-commerce platforms such as Shopee and TikTok content as an effective means of communication to reach and influence the Generation Z market. This research makes a new contribution to the understanding of how the role of influencers, affiliate marketing and online customer reviews on Shopee, particularly through TikTok content, can influence Generation Z's purchasing decisions. This research adds insight into effective marketing strategies to capture the attention and influence the consumption behavior of the younger generation in the context of e-commerce platforms.
Co-Authors Adi Setiawan Adisti, Desi Tia Agum Gumelar AGUM GUMELAR, AGUM Desi Tia Adisti F Fitria