Dari Citra Merek hingga Keputusan Pembelian: Tinjauan Bibliometrik Studi Perilaku Konsumen di Pasar Emergen
DOI:
https://doi.org/10.58812/jbmws.v4i04.2947Kata Kunci:
Citra Merek, Keputusan Pembelian, Pasar Emerging, Analisis Bibliometrik, Perilaku Konsumen, Ekuitas Merek, Pemasaran, Media Sosial, KeberlanjutanAbstrak
Studi bibliometrik ini memetakan perkembangan penelitian tentang citra merek dan keputusan pembelian di pasar emerging. Dengan menggunakan data yang diperoleh dari basis data ilmiah utama dan dianalisis melalui analisis kinerja dan pemetaan ilmu pengetahuan, studi ini mengidentifikasi citra merek sebagai konsep sentral yang menghubungkan pemasaran, kepuasan pelanggan, ekuitas merek, dan loyalitas merek. Temuan menunjukkan bahwa tren penelitian telah bergeser dari tema tradisional—seperti pengambilan keputusan dan pengembangan produk—ke isu-isu kontemporer termasuk media sosial, keberlanjutan, dan tanggung jawab sosial korporat. Visualisasi jaringan menunjukkan bahwa Amerika Serikat, Inggris, India, dan China mendominasi kontribusi ilmiah, meskipun pasar emerging menunjukkan keterlibatan yang semakin meningkat. Jaringan penulis dan institusi mengungkapkan kolaborasi yang relatif terkonsentrasi, menyoroti peluang untuk kemitraan internasional yang lebih luas. Studi ini berkontribusi secara teoritis dengan mengintegrasikan berbagai kluster tematik dan menekankan peran kontekstual pasar emerging dalam membentuk perilaku konsumen. Secara praktis, temuan ini membimbing pemasar dalam memanfaatkan keterlibatan digital, nilai keberlanjutan, dan pengalaman merek untuk membangun persepsi merek yang lebih kuat. Batasan meliputi pembatasan basis data dan ketidakkonsistenan kata kunci. Secara keseluruhan, studi ini memperdalam pemahaman tentang bagaimana citra merek memengaruhi perilaku konsumen dalam lanskap sosial, budaya, dan teknologi yang terus berkembang di ekonomi emerging.
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