Analisis Bibliometrik tentang Efektivitas Media Sosial dalam Meningkatkan Loyalitas Konsumen terhadap Produk Berkelanjutan
DOI:
https://doi.org/10.58812/jmws.v3i07.1486Kata Kunci:
Media Sosial, Kepuasan Pelanggan, Loyalitas Pelanggan, Analisis Bibliometrik, VOSviewerAbstrak
Penelitian ini mengeksplorasi pengaruh media sosial dalam memfasilitasi kepuasan dan loyalitas pelanggan, dengan fokus khusus pada integrasi nilai keberlanjutan dalam strategi pemasaran. Menggunakan analisis bibliometrik dan visualisasi data VOSviewer, studi ini mengidentifikasi klaster utama dalam literatur yang berkaitan dengan pemasaran digital, produk berkelanjutan, dan tanggung jawab sosial perusahaan (CSR). Hasil penelitian menunjukkan tren peningkatan fokus pada keberlanjutan sebagai elemen penting dalam membangun loyalitas pelanggan dalam era digital. Penelitian ini juga menyoroti perubahan paradigma dalam strategi pemasaran akibat pandemi COVID-19, mengungkapkan bagaimana perusahaan menyesuaikan pendekatan mereka untuk tetap relevan dan efektif dalam kondisi pasar yang berubah. Melalui analisis kolaborasi antar peneliti, penelitian ini juga mencatat peluang untuk sinergi akademis lebih lanjut, yang dapat membantu mengintegrasikan berbagai perspektif dalam menghadapi tantangan pemasaran kontemporer.
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Hak Cipta (c) 2024 Subfian Malisa, Hommy Dorthy Ellyany Sinaga, Agung Zulfikri
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