TREN PENELITIAN INTEGRASI AR/VR, CHATBOT, DAN GAMIFIKASI DALAM PEMASARAN DIGITAL
Keywords:
Pemasaran Digital, Augmented Reality (AR), Virtual Reality (VR)Abstract
Perkembangan teknologi digital mendorong adopsi strategi pemasaran inovatif melalui integrasi teknologi imersif seperti Augmented Reality (AR), Virtual Reality (VR), chatbot berbasis kecerdasan buatan, dan mekanisme gamifikasi. Penelitian ini menggunakan analisis bibliometrik terhadap publikasi di basis data Scopus (periode 2020–2025) untuk memetakan tren penelitian, kata kunci dominan, dan kolaborasi penulis terkait penerapan teknologi tersebut dalam digital marketing. Data dianalisis menggunakan VOSviewer dan Biblioshiny untuk menghasilkan visualisasi jaringan, klaster tematik, serta statistik publikasi. Hasil menunjukkan tiga klaster utama: (1) teknologi imersif (AR/VR) yang meningkatkan keterlibatan emosional dan persepsi nilai konsumen, (2) media sosial dan interaksi konsumen yang memperkuat komunikasi dua arah melalui influencer marketing dan konten buatan pengguna, serta (3) pengalaman konsumen dan analitik data yang menggabungkan personalisasi dengan big data dan machine learning untuk strategi berbasis prediksi. Temuan ini menegaskan bahwa digital marketing bersifat multidisipliner, menggabungkan teknologi, psikologi konsumen, dan analitik data sebagai fondasi utama pengambilan keputusan strategis
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