ANALISIS FAKTOR PENENTU PURCHASE INTENTION PADA SOCIAL COMMERCE MENGGUNAKAN PENDEKATAN PRISMA DAN ANALISIS BIBLIOMETRIK
DOI:
https://doi.org/10.24076/joism.2026v7i2.2539Keywords:
Social Commerce, Purchase Intention, PRISMA, VOSviewer, BibliometrikAbstract
Social commerce menjadi sarana utama konsumen dalam bertransaksi melalui platform media sosial interaktif. Efektivitasnya dalam membentuk purchase intention bergantung pada faktor seperti trust, perceived usefulness, perceived risk, konstruk social commerce, perceived ease of use, consumer behavior, electronic word-of-mouth (EWOM), dan social interaction. Penelitian ini mengidentifikasi faktor penentu dan pendekatan metode yang optimal untuk pengoptimalan purchase intention pada social commerce. Menggunakan Systematic Literature Review (SLR) dengan pedoman PRISMA, penelitian menyaring 2.513 jurnal dari Google Scholar, Crossref, OpenAlex, dan PubMed mencakup publikasi periode 2015–2025 dalam bahasa Inggris/Indonesia yang relevan, menghasilkan 17 jurnal kunci untuk analisis bibliometrik VOSviewer. Temuan menunjukkan trust sebagai faktor paling dibahas (29%), diikuti perceived usefulness (18%) dan perceived risk (18%), dengan SEM-PLS sebagai metode dominan (47%) serta Facebook sebagai platform utama (35%). Wawasan ini menjadi dasar penelitian masa depan tentang optimalisasi purchase intention, melacak pergeseran satu dekade dari model penerimaan teknologi ke dinamika trust sosial-psikologis.
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