Peran Persepsi Harga terhadap Perilaku Konsumen: Studi Tinjauan Literatur Sistematis
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Abstract
Persepsi harga merupakan variabel utama dalam kajian perilaku konsumen yang memengaruhi evaluasi, sikap, dan keputusan pembelian. Di tengah persaingan pasar yang semakin ketat serta dinamika harga yang kompleks, riset persepsi harga mengalami perkembangan pesat di berbagai disiplin ilmu. Penelitian ini bertujuan memetakan evolusi riset persepsi harga, mengidentifikasi tren publikasi, serta menganalisis distribusi studi berdasarkan tahun, sumber jurnal, negara, dan bidang kajian. Metode Systematic Literature Review (SLR) dengan pedoman PRISMA diterapkan, melalui pencarian di Scopus menggunakan kata kunci “price perception” yang menghasilkan 615 dokumen awal, disaring menjadi 83 artikel untuk analisis mendalam. Hasil menunjukkan lonjakan signifikan riset dalam satu dekade terakhir, didominasi bidang Business, Management, and Accounting serta Economics, dengan mayoritas publikasi dari negara maju sehingga membuka peluang studi kontekstual di negara berkembang. Temuan ini menjadi dasar pengembangan riset lanjutan dan memperkaya literatur persepsi harga dalam perilaku konsumen.
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Licensed under 
a Creative Commons Attribution-NonCommercial 4.0 International License
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