Pemetaan Keterkaitan Brand Equity, Customer Satisfaction, Financial Performance, Intellectual Capital, dan Competitive Strategy : Analisis Bibliometrik
DOI:
https://doi.org/10.47709/jebma.v6i1.8204Keywords:
bibliometric analysis, brand equity, customer satisfaction, financial performance, intellectual capital, competitive strategy, VOSviewerAbstract
Penelitian ini bertujuan untuk memetakan perkembangan literatur yang menghubungkan Brand Equity, Customer Satisfaction, Financial Performance, Intellectual Capital, dan Competitive Strategy dalam bidang manajemen. Studi ini menggunakan pendekatan analisis bibliometrik untuk mengidentifikasi struktur intelektual, tren penelitian, serta pola kolaborasi dalam topik tersebut. Data penelitian diperoleh dari basis data Dimensions dengan total 52.433 publikasi, yang kemudian dianalisis menggunakan perangkat lunak VOSviewer. Analisis dilakukan melalui beberapa teknik pemetaan, yaitu network visualization, overlay visualization, dan density visualization, serta analisis kolaborasi penulis, organisasi, dan negara, serta perkembangan jumlah publikasi tahunan. Hasil penelitian menunjukkan bahwa publikasi terkait topik ini mengalami peningkatan dalam beberapa tahun terakhir dengan dominasi bidang Commerce, Management, Tourism and Services. Peta kata kunci menunjukkan keterkaitan yang jelas antara variabel pemasaran, keuangan, sumber daya intelektual, dan strategi organisasi dalam jaringan literatur. Selain itu, analisis kolaborasi memperlihatkan bahwa penelitian pada topik ini berkembang melalui jaringan penulis dan institusi dari berbagai negara. Temuan ini menunjukkan bahwa kelima variabel tersebut muncul sebagai tema yang saling terhubung dalam literatur manajemen dan sering dibahas dalam kerangka konseptual yang menekankan hubungan antar variabel. Penelitian ini memberikan kontribusi dalam bentuk pemetaan struktur penelitian yang dapat menjadi dasar bagi pengembangan agenda riset selanjutnya di bidang manajemen pemasaran, manajemen strategik, dan kinerja organisasi.
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