HARGA DAN PERILAKU KONSUMEN: A SYSTEMATIC LITERATURE REVIEWS
DOI:
https://doi.org/10.30606/cano.v14i2.3808Keywords:
Dinamika Harga, Perilaku konsumen, e-commerceAbstract
Kajian ini bertujuan untuk mengeksplorasi dinamika harga dan perilaku konsumen, dengan fokus pada sektor e-commerce dan produk ramah lingkungan. Harga seringkali menjadi faktor utama dalam keputusan pembelian, namun faktor lainnya, seperti kesadaran keberlanjutan, juga turut berperan penting dalam mempengaruhi pilihan konsumen. Penelitian ini menggunakan Systematic Literature Review (SLR) untuk menganalisis literatur yang relevan dari database Scopus, yang mencakup artikel-artikel yang diterbitkan antara 2021 hingga 2025. Setelah menyaring dan mengevaluasi 20 artikel yang dapat diunduh dan dianalisis, penelitian ini mengidentifikasi pola perilaku konsumen yang dipengaruhi oleh harga, promosi, dan nilai-nilai keberlanjutan.Temuan utama menunjukkan bahwa meskipun harga adalah faktor dominan dalam keputusan pembelian, konsumen yang lebih sadar lingkungan cenderung memilih produk ramah lingkungan meskipun harganya lebih tinggi. Selain itu, teknologi digital dan e-commerce memberikan transparansi harga yang memungkinkan konsumen membuat keputusan yang lebih informasi. Implikasi manajerial dari temuan ini menunjukkan bahwa perusahaan perlu mengembangkan strategi harga yang fleksibel dan berbasis nilai, serta memanfaatkan teknologi untuk personalisasi penawaran. Selain itu, penting untuk mengedukasi konsumen tentang manfaat jangka panjang produk ramah lingkungan untuk meningkatkan kesadaran dan loyalitas pelanggan
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