Research Mapping on Consumer Journey Using Bibliometric Analysis

Abstract

This article examines the dynamics of scientific articles about consumer journey in making purchasing decisions. The study looked at scientific papers based on Google Scholar data to find out how much consumer journey was discussed. In this study, we explored Publish or Perish and Vos Viewer as a tool to analyze topics and quotes related to the Consumer Journey. The results showed that journals published in 2013-2023 contained 946 journals with the keywords of the consumer journey with 207.337 citation and 20.733,70 citation per year. Visualizations from the Vos Viewer using Overlay Visualization obtained that the keyword "Consumer Journey" was widely discussed by researchers and peaked in 2018.