Analisis Bibliometrik Keputusan Konsumen Berdasarkan Generasi: Tren Penelitian Dan Arah Masa Depan

Syahda Elma Rabihah; Sabar Sabar

doi:10.32503/revitalisasi.v15i1.8630

Syahda Elma Rabihah Institut Teknologi Sepuluh Nopember
Sabar Sabar Institut Teknologi Sepuluh Nopember

DOI: https://doi.org/10.32503/revitalisasi.v15i1.8630

Abstract

This study aims to conduct a comprehensive bibliometric analysis of the literature related to consumer decisions based on generations. In the ever-evolving digital age, understanding the complex and dynamic consumer decision-making process is critical. The study identifies the evolution of research, major contributors, as well as gaps in the current literature, and suggests directions for future research. The data was collected from the Scopus database and analyzed using the VOSviewer software. The results show that research on generation-based consumer decisions has increased rapidly, especially from 2021 to 2023. Generation Z and Millennials are more influenced by digital technology and social media, while Baby Boomers and Generation X are more responsive to traditional marketing. This study provides an in-depth view of research trends and patterns in generation-based consumer decisions, which is beneficial for researchers and marketing practitioners in developing strategies that are effective and relevant to each generation group.
Keywords: Bibliometric analysis, consumer decisions, generation, research trends, digital marketing

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