Tren dan Evolusi Penelitian B2B Channel: Analisis Bibliometrik dan Sistematis Menggunakan PRISMA dan VOSviewer (2000-2024)
DOI:
https://doi.org/10.556442/eabmij.v7i01.937Keywords:
B2B Channel, Bibliometric, PRISMA, Systematic Literature Review, VOSviewerAbstract
Tujuan dari penelitian ini adalah untuk menganalisis tren dan perkembangan penelitian terkait B2B Channel dalam literatur akademik selama periode 2000-2024. Metode yang digunakan yaitu pendekatan Systematic Literature Review (SLR) berbasis PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) dan VOSviewer berdasarkan artikel yang relevan dari database Scopus. Analisis bibliometrik dilakukan dengan memetakan pola hubungan, serta kontribusi akademik. Hasil analisis menunjukkan adanya lima klaster utama dalam penelitian B2B Channel, yaitu strategi pemasaran dan penjualan, digitalisasi dan media sosial, manajemen rantai pasok, teknologi dan e-commerce, serta model bisnis dan kepercayaan. Studi ini juga mengungkap kesenjangan penelitian yang masih perlu dieksplorasi, terutama terkait ecommerce, penerapan omnichannel, pengaruh keberlanjutan terhadap keputusan pembelian, serta integrasi teknologi seperti blockchain dalam rantai pasok B2B. Implikasi dari penelitian ini memberikan wawasan bagi akademisi dan praktisi dalam mengembangkan strategi pemasaran serta pengelolaan saluran distribusi B2B di era digital.
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