Analisis bibliometrik perkembangan social commerce dan pengaruhnya terhadap keputusan pembelian konsumen online
DOI:
https://doi.org/10.47065/imj.v5i2.338Keywords:
social commerce, trust, purchase intention, perilaku konsumen, bibliometrikAbstract
Penelitian ini bertujuan untuk menganalisis perkembangan riset social commerce dan pengaruhnya terhadap keputusan pembelian konsumen online melalui pendekatan bibliometrik. Dengan menggunakan data yang diambil dari basis data Scopus pada periode 2015 hingga 2025, penelitian ini menerapkan beberapa indikator bibliometrik—seperti produktivitas, sitasi, kolaborasi, dan analisis tematik—yang diolah menggunakan perangkat lunak R (Bibliometrix) dan VOSviewer untuk memvisualisasikan jaringan kata kunci serta tren penelitian. Hasil penelitian menunjukkan adanya peningkatan publikasi yang konsisten, terutama pada periode 2020 hingga 2024, yang mencerminkan percepatan pertumbuhan perilaku konsumen digital selama dan setelah pandemi COVID-19. Kata kunci “social commerce” muncul sebagai tema sentral yang terhubung erat dengan “trust”, “purchase intention”, “social support”, dan “e-commerce”, yang menunjukkan bahwa fokus penelitian selama ini masih berkisar pada faktor psikologis dan sosial yang memengaruhi perilaku pembelian. Klaster tematik mengungkapkan bahwa trust dan social presence merupakan faktor penting dalam membentuk keputusan pembelian, sementara impulse buying dan perilaku konsumen menjadi topik baru yang mulai berkembang. Namun, hubungan antara social commerce dan job security belum banyak dibahas, yang menunjukkan adanya kesenjangan penelitian. Keterbatasan utama penelitian bibliometrik ini terletak pada sifatnya yang deskriptif dan ketergantungannya terhadap kualitas data dari basis data, sehingga belum sepenuhnya menggali makna teoretis yang mendalam. Oleh karena itu, penelitian mendatang disarankan untuk menggabungkan temuan bibliometrik dengan pendekatan kualitatif atau meta-analisis agar dapat memperdalam pemahaman serta menelusuri bagaimana transformasi social commerce memengaruhi stabilitas pekerjaan, tenaga kerja digital, dan dinamika ekonomi kreatif
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