PERAN SOCIAL COMMERCE DALAM MENENTUKAN SKALABILITAS STARTUP DI EKONOMI BERKEMBANG INDONESIA: TINJAUAN LITERATUR SISTEMATIS
DOI:
https://doi.org/10.25134/digibe.v4i1.479Keywords:
Social Commerce, Startup, Skalabilitas Bisnis, Pasar Berkembang, Pemasaran DigitalAbstract
Penelitian ini bertujuan untuk menganalisis peran strategis social commerce dalam mengakselerasi skalabilitas bisnis startup di pasar berkembang. Di tengah persaingan digital yang ketat, startup seringkali menghadapi tantangan modal dan kepercayaan konsumen. Dengan menggunakan metode Systematic Literature Review (SLR), penelitian ini menyintesis 20 literatur terpilih dari jurnal nasional dan internasional bereputasi dalam rentang waktu 2021-2025. Hasil penelitian menunjukkan bahwa social commerce memfasilitasi skalabilitas eksponensial melalui tiga mekanisme utama: efisiensi biaya akuisisi pelanggan melalui fitur interaktif, penguatan validasi sosial melalui konten berbasis pengguna, dan integrasi pembayaran digital yang mulus. Temuan utama penelitian ini memperkenalkan konsep The Social-Scalability Paradox, yang menyatakan bahwa keberhasilan skalabilitas startup bergantung pada kemampuan menyeimbangkan otomasi sistem dengan retensi sentuhan personal dalam interaksi sosial. Secara praktis, studi ini merekomendasikan para pendiri startup untuk mengadopsi strategi interaksi hibrida guna mempertahankan keunggulan kompetitif. Penelitian ini memberikan kontribusi teoretis pada literatur pemasaran digital mengenai bagaimana model bisnis asimetris dapat diimplementasikan di pasar berkembang.
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