Marketing Strategy for Indonesian Natural Stone Based on Digital Certificate of Authenticity (COA): Systematic Literature Review
Keywords:
Digital Certificate of Authenticity; Blockchain; Natural Stone Marketing; Traceability; Consumer TrustAbstract
This study aims to analyze the role of the Digital Certificate of Authenticity (COA) as a strategic tool in natural stone marketing through a Systematic Literature Review approach and bibliometric analysis. A total of 50 reputable international articles published in the 2019–2025 period were analyzed using a structured search technique through Publish or Perish and visualized using VOSviewer. The results show that digital COAs function not only as a product authentication instrument, but also as a strategic component that strengthens supply chain transparency, increases consumer trust, and supports the competitiveness of natural stone exports. The main research cluster reveals that digital technologies such as blockchain, QR-based verification, and digital traceability systems contribute significantly to reducing the risk of counterfeiting and increasing brand credibility. In addition, the findings indicate that integrating COAs into marketing strategies can improve the perception of quality, brand value, and purchasing interest of global consumers. Overall, this study emphasizes the importance of adopting digital COAs as a new standard in natural stone marketing to meet the demands of the global market that increasingly emphasizes product authenticity, sustainability, and traceability.
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