Pemetaan Literatur Digital Marketing terhadap UMKM di Negara-Negara Asia: Studi Bibliometrik

Aisyah Isnaini Putri Sandy (Universitas Sriwijaya)
Angelina Yoselin TJU (Universitas Sriwijaya)
Aulia Utami Putri (Universitas Sriwijaya)

Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan
Vol. 6 No. 2 (2026): Juni, Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in the economies of Asian Countries but still face significant challenges in optimally adopting digital marketing. This study aims to map the development of scientific literature on digital marketing in MSMEs across Asia using a bibliometric approach. Data were retrieved from the Scopus database using keywords "digital marketing", "SMEs", and "Asia", yielding 73 articles published up to 2025. The analysis was conducted using Microsoft Excel and VOSviewer to examine publication trends, citations, author collaboration, institutional affiliations, funding sponsors, and research themes. The findings reveal a significant increase in publications since 2019, with Indonesia and Malaysia emerging as the most productive contributing countries. The main research themes focus on digital capabilities, business performance, e-commerce adopting, and MSME sustainability, while the role of government remains relatively underexplored and less integrated into the digital marketing discourse. This study provides a comprehensive overview of the research landscape on digital marketing in MSMEs in Asia and highlights potential directions for future research.