Strategi penetapan harga yang berorientasi pada pelanggan dan perilaku konsumen: tinjauan bibliometrik atas tren dan arah penelitian
DOI:
https://doi.org/10.47065/imj.v5i1.336Keywords:
strategi harga, perilaku konsumen, harga dinamis, value-based pricing, bibliometrikAbstract
Penelitian ini bertujuan untuk memetakan perkembangan ilmu mengenai strategi penetapan harga yang berorientasi pada pelanggan serta keterkaitannya dengan perilaku konsumen dalam literatur ilmiah terkini. Fokus utama diarahkan pada pengungkapan tren publikasi, pemetaan tematik melalui kata kunci, serta identifikasi karya ilmiah berpengaruh yang menjadi landasan perkembangan riset pricing strategy secara global. Penelitian ini menggunakan pendekatan bibliometrik dengan memanfaatkan perangkat lunak Publish or Perish untuk mengekstraksi data publikasi dari Google Scholar dalam rentang tahun 2019 hingga 2023. Sebanyak 500 dokumen berhasil dikumpulkan dan dianalisis menggunakan VOSviewer untuk memvisualisasikan jaringan co-occurrence kata kunci, struktur klaster, serta performa sitasi artikel, terutama melalui metrik kutipan per penulis. Hasil penelitian menunjukkan bahwa publikasi mengenai strategi harga terus mengalami peningkatan, dengan puncaknya pada tahun 2022. Peta bibliometrik mengungkapkan bahwa pricing strategy menjadi pusat kajian yang sangat terkait dengan tema seperti dynamic pricing, optimal pricing strategy, supply chain, serta consumer behavior, yang menandakan terjadinya pendekatan multidisipliner. Selain itu, analisis kutipan per penulis memperlihatkan bahwa artikel yang mengintegrasikan teknologi seperti kecerdasan buatan, manajemen operasional, dan perilaku konsumen memiliki dampak akademik yang lebih tinggi. Penelitian ini memberikan rekomendasi agar kajian bibliometrik selanjutnya melakukan triangulasi basis data (misalnya Scopus atau WoS), meningkatkan akurasi pemrosesan kata kunci, serta mengombinasikan bibliometrik dengan systematic literature review untuk memperkaya interpretasi
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