Konvergensi Paradigma: Tinjauan Literatur Sistematis terhadap Tren Dominan dalam Manajemen Pemasaran Modern
Kata Kunci:
Digital Marketing, Marketing Management,, Artificial Intelligence (AI), Big Data Analytics, Social Media MarketingAbstrak
Era digital telah memicu pergeseran paradigma fundamental dalam manajemen pemasaran, menuntut adaptasi berkelanjutan dari para akademisi dan praktisi. Penelitian ini menyajikan Tinjauan Literatur Sistematis (SLR) untuk mengidentifikasi, mengevaluasi, dan mensintesis tren-tren dominan yang membentuk lanskap pemasaran modern. Dengan menggunakan kerangka kerja PRISMA, penelitian ini menganalisis 35 artikel peer-reviewed yang relevan dari database Scopus dan Web of Science yang diterbitkan antara tahun 2015 dan 2025. Analisis tematik mengungkapkan lima tren konvergen yang saling terkait: (1) Imperatif Pemasaran Berbasis Data, yang menekankan peran sentral big data analytics dalam pengambilan keputusan; (2) Kebangkitan Otomatisasi Cerdas, didorong oleh Kecerdasan Buatan (AI) untuk personalisasi dan efisiensi; (3) Dominasi Ekosistem Sosial, yang menyoroti pengaruh media sosial dan influencer marketing terhadap perilaku konsumen; (4) Mandat Hiper-Personalisasi, yang menempatkan pengalaman pelanggan (CX) yang disesuaikan sebagai inti dari strategi kompetitif; dan (5) Kompas Etis dan Berkelanjutan, yang mencerminkan meningkatnya permintaan konsumen akan tanggung jawab perusahaan. Temuan utama menunjukkan bahwa tren-tren ini tidak beroperasi secara terpisah, melainkan saling memperkuat, menciptakan lingkungan yang kompleks di mana kemampuan teknologi harus diimbangi dengan kepekaan etis. Penelitian ini mengidentifikasi kesenjangan signifikan dalam literatur, termasuk kurangnya studi longitudinal tentang kepercayaan konsumen, kebutuhan akan kerangka kerja tata kelola AI yang praktis, dan tantangan adopsi teknologi bagi Usaha Kecil dan Menengah (UKM). Dengan mensintesis lanskap penelitian saat ini, artikel ini memberikan wawasan berharga bagi para akademisi untuk mengarahkan penelitian di masa depan dan bagi para praktisi untuk menavigasi kompleksitas manajemen pemasaran kontemporer secara strategis.
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