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All Journal Journal Economic Excellence Ibnu Sina
Yoel Putra Pratama Sitepu
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Paradigma Thomas Khun Transformasi Pemasaran Tradisional Versus Pemasaran Digital Nora Anisa Br Sinulingga; Binsar Sihombing; Yoel Putra Pratama Sitepu
Journal Economic Excellence Ibnu Sina Vol. 1 No. 3 (2023): September : Journal Economic Excellence Ibnu Sina
Publisher : STIKes Ibnu Sina Ajibarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59841/excellence.v1i3.936

Abstract

Thomas Kuhn, a prominent philosopher of science, introduced the concept of scientific revolution through his famous theory. The linkage of science with marketing science opens the door to a deeper understanding of consumer behavior and market dynamics. The marketing phenomenon in Indonesia reflects a unique blend of tradition and modernity. This research uses the method of descriptive analysis method to analyze the data, where the data is reviewed and investigated in three stages; general, exploratory, and focused study. This research uses the descriptive analysis method to analyze the data (Sugiyono, 2014). Data were reviewed and investigated in three stages; general, exploratory, and study focus. In this study, the use of Thomas Kuhn's theory, as illustrated in "The Structure of Scientific Revolutions," provides a rich perspective on the paradigmatic evolution in marketing. Paradigms, as frameworks of shared understanding, play a central role in shaping scientific mindsets and marketing strategies.
Co-Authors Binsar Sihombing Nora Anisa Br. Sinulingga