Tinjauan Bibliometrik tentang Social Commerce: Tren dan Arah Penelitian dalam E-commerce
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Abstract
Social commerce telah menjadi tren signifikan dalam evolusi e-commerce, mengintegrasikan interaksi media sosial dengan pengalaman berbelanja online. Studi ini menggunakan analisis bibliometrik untuk meneliti tren penelitian, tema utama, dan kolaborasi dalam social commerce. Dengan menggunakan data secara eksklusif dari Scopus dan dianalisis melalui VOSviewer, studi ini mengidentifikasi klaster penelitian utama, termasuk kepercayaan dan niat membeli, keterlibatan pelanggan, serta peran kemajuan teknologi seperti kecerdasan buatan (AI) dan live streaming. Hasil temuan menunjukkan bahwa sementara negara maju seperti Amerika Serikat, China, dan Inggris mendominasi output penelitian, negara berkembang di Asia, termasuk Malaysia dan Indonesia, juga turut berkontribusi secara aktif. Meskipun terdapat peluang dalam pengalaman belanja yang dipersonalisasi dan penerapan blockchain, tantangan seperti keamanan data dan misinformasi tetap menjadi perhatian utama. Penelitian di masa depan perlu berfokus pada inovasi teknologi, implikasi etis, serta dampak berkelanjutan dari social commerce terhadap ekonomi digital.
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