TREND PENELITIAN DIGITAL ADVERTISING AGENCY, ANALISIS BIBLIOMETRIK DENGAN VOSVIEWER

Reza Zulfiqar Rivalda; Fajar Junaedi

doi:10.35760/mkm.2025.v9i1.14635

TREND PENELITIAN DIGITAL ADVERTISING AGENCY, ANALISIS BIBLIOMETRIK DENGAN VOSVIEWER

Reza Zulfiqar Rivalda
Universitas Muhammadiyah Yogyakarta
Indonesia

Fajar Junaedi
Universitas Muhammadiyah Yogyakarta
Indonesia

DOI: http://dx.doi.org/10.35760/mkm.2025.v9i1.14635

Abstract

Tujuan penelitian ini adalah untuk mengetahui tren penelitian tentang digital advertising agency dalam literatur ilmiah global. Penelitian ini menggunakan metode analisis bibliometrik terhadap metadata publikasi yang diperoleh dari database Scopus selama periode 2019 hingga 2024. Data yang dianalisis mencakup 344 dokumen ilmiah yang kemudian diolah dengan perangkat lunak VOSviewer untuk memvisualisasikan jaringan kata kunci, distribusi jurnal, penulis, serta topik utama yang diteliti. Hasil analisis menunjukkan bahwa penelitian bertema digital advertising agency mengalami perkembangan yang dinamis dengan puncak publikasi pada tahun 2024. Topik yang paling dominan adalah peran perusahaan dalam industri periklanan digital, yang tercermin dari kemunculan kata kunci “company” sebagai node terbesar dalam visualisasi bibliometrik. Selain itu, isu-isu terkait strategi industri, metode penelitian seperti survei dan analisis konten, serta aspek hubungan sosial dan teknologi juga menempati posisi penting. Visualisasi overlay menunjukkan munculnya topik-topik baru seperti framework, creativity, dan transformation sebagai arah tren penelitian masa depan. Penelitian ini memberikan kontribusi penting dalam memetakan lanskap riset digital advertising agency dan dapat dijadikan pijakan untuk penelitian lanjutan dalam bidang komunikasi pemasaran digital.

Keywords

Bibliometrik; Digital Advertising Agency; Penelitian ; Scopus

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