Analisis Bibliometrik Terhadap Penelitian Market Orientation: Tren Dan Arah Masa Depan
DOI:
https://doi.org/10.37385/msej.v6i1.7037Keywords:
Orientasi Pasar, Tinjauan Literatur, Analisis Bibliometrik, VosviewerAbstract
Penelitian ini bertujuan untuk menganalisis tren dan arah penelitian orientasi pasar di masa depan melalui pendekatan bibliometrik. Dalam konteks bisnis yang kompetitif, orientasi pasar merupakan kunci untuk memahami dan memenuhi kebutuhan pelanggan, serta memberikan dampak positif terhadap kinerja perusahaan. Dengan menggunakan data dari database Scopus, penelitian ini mengidentifikasi total 2.937 dokumen yang terkait dengan orientasi pasar, yang kemudian disaring menjadi 2.238 artikel untuk dianalisis lebih lanjut. Hasil analisis menunjukkan fluktuasi publikasi dari tahun 2014 hingga 2024, dengan lonjakan yang signifikan pada tahun 2020. Selain itu, penelitian ini mengidentifikasi distribusi artikel berdasarkan negara, afiliasi, sumber, dan penulis, yang menyoroti kontribusi utama dalam publikasi ilmiah. Temuan ini memberikan wawasan yang berharga bagi para akademisi dan praktisi mengenai perkembangan dan arah masa depan penelitian orientasi pasar.
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