Tren dan Prospek Social Marketing Dalam Sektor Agribisnis: Literature Review
Keywords:
social marketing, agribisnis, transformasi digital, pemasaran berkelanjutan, perilaku konsumen, systematic literature reviewAbstract
Penelitian menggunakan metode Systematic Literature Review (SLR) dengan mengacu pada pedoman
PRISMA. Literatur diperoleh dari berbagai basis data ilmiah internasional, yaitu Scopus, Web of Science,
ScienceDirect, dan Google Scholar, dengan fokus pada artikel yang dipublikasikan selama periode 2020–
2025. Hasil kajian menunjukkan bahwa transformasi digital menjadi tren dominan dalam implementasi
social marketing melalui pemanfaatan media sosial, aplikasi seluler, e-commerce, Internet of Things (IoT),
Big Data, Blockchain, serta teknologi Augmented Reality (AR) dan Virtual Reality (VR). Selain
meningkatkan efektivitas komunikasi pemasaran, teknologi tersebut memperkuat transparansi,
ketertelusuran produk, efisiensi rantai pasok, dan keterlibatan konsumen. Perubahan preferensi masyarakat
terhadap produk organik, lokal, dan berkelanjutan turut mendorong pelaku agribisnis mengadopsi strategi
pemasaran yang lebih berbasis data, transparan, dan berorientasi pada penciptaan nilai sosial. Namun
demikian, implementasi social marketing masih menghadapi berbagai tantangan, seperti kesenjangan
literasi digital, keterbatasan infrastruktur teknologi, dan perbedaan karakteristik konsumen di berbagai
wilayah. Kajian ini memberikan kontribusi teoritis dengan memetakan perkembangan konsep dan tema
penelitian social marketing dalam agribisnis, sekaligus memberikan implikasi praktis bagi pelaku usaha,
pemerintah, dan akademisi dalam merancang strategi pemasaran yang mendukung pembangunan agribisnis
yang berkelanjutan.
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