Analisis Bibliometrik tentang Social Commerce
DOI:
https://doi.org/10.58812/jmws.v5i04.3359Kata Kunci:
Perdagangan Sosial, Analisis Bibliometrik, Scopus, VOSviewer, Pemasaran DigitalAbstrak
Penelitian ini bertujuan untuk memetakan struktur intelektual, tren penelitian, dan evolusi tematik dalam penelitian perdagangan sosial melalui analisis bibliometrik komprehensif terhadap publikasi yang terindeks di Scopus. Dengan menggunakan teknik bibliometrik kuantitatif, termasuk analisis kinerja dan pemetaan ilmu pengetahuan, penelitian ini menganalisis pertumbuhan publikasi, penulis berpengaruh, negara-negara terdepan, serta tema-tema penelitian utama. Visualisasi dilakukan menggunakan VOSviewer untuk mengeksplorasi jaringan kolaborasi penulis, kolaborasi antar negara, kemunculan bersama kata kunci, tren tumpang tindih, dan pola kepadatan. Hasilnya menunjukkan peningkatan yang signifikan dalam penelitian perdagangan sosial, terutama setelah perluasan platform media sosial. Tema inti meliputi kepercayaan, keterlibatan konsumen, interaksi media sosial, dan niat beli, sementara topik yang muncul seperti keberlanjutan dan pembelajaran mesin menunjukkan pergeseran ke arah penelitian interdisipliner dan berbasis teknologi. Temuan ini juga mengungkapkan bahwa kontribusi penelitian didominasi oleh negara-negara seperti Tiongkok dan Amerika Serikat, dengan kolaborasi global yang semakin meningkat. Studi ini memberikan kontribusi dengan menyajikan gambaran terstruktur tentang bidang ini, mengidentifikasi kesenjangan penelitian, dan menawarkan arahan untuk penelitian di masa depan.
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