Dari Akses Pasar hingga Pertanian Digital: Wawasan Bibliometrik tentang Penelitian Pemasaran Pertanian di Negara Berkembang

Astrini Padapi, Andi Rizkiyah Hasbi, Hamed Noralla Bakheet Ali, Allen Johnny Borlay

Abstract


Abstrak

Penelitian ini bertujuan memetakan struktur intelektual dan perkembangan tema penelitian pemasaran pertanian di negara berkembang melalui pendekatan visualisasi bibliometrik. Data diperoleh dari basis data Scopus dan file RIS yang dianalisis mencakup 200 dokumen jurnal berbahasa Inggris periode 2000-2025. Analisis dilakukan menggunakan VOSviewer untuk menghasilkan network visualization, overlay visualization, dan density visualization. Hasil analisis menunjukkan tiga klaster utama, yaitu akses pasar dan rantai nilai pertanian, keberlanjutan dan pembangunan pedesaan, serta digitalisasi dan inovasi pemasaran. Temuan ini menunjukkan bahwa isu akses pasar tetap menjadi tema inti, tetapi dalam periode mutakhir penelitian semakin bergeser ke arah teknologi digital, e-commerce pertanian, dan praktik berkelanjutan. Studi ini berkontribusi dengan menyediakan peta perkembangan riset secara makro, mengidentifikasi artikel paling berpengaruh, serta menegaskan agenda riset masa depan mengenai integrasi transformasi digital dan keberlanjutan dalam sistem pemasaran pertanian di negara berkembang.

Kata Kunci: Agrikultur, Pemasaran, Negara Berkembang

 

Abstract

This study maps the intellectual structure and thematic evolution of agricultural marketing research in developing countries using bibliometric visualization. The dataset was drawn from Scopus, and the RIS file analyzed contains 200 English-language journal documents published between 2000 and 2025. VOSviewer was employed to generate network, overlay, and density visualizations. The results reveal three major clusters: agricultural value chains and market access, sustainability and rural development, and digitalization and innovation in agricultural marketing. The findings indicate that market access remains the core theme, but recent studies increasingly emphasize digital technologies, agricultural e-commerce, and sustainable practices. This study contributes by offering a macro-level map of the field, identifying the most influential articles, and highlighting future research directions on the integration of digital transformation and sustainability in agricultural marketing systems in developing countries.

Keywords: Agricultural, Marketing, Developing Countries



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DOI: http://dx.doi.org/10.35906/jurman.v12i1.2841

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