SYSTEMATIC LITERATUR REVIEW DENGAN METODE PRISMA: DAMPAK TEKNOLOGI BLOCKCHAIN TERHADAP PERIKLANAN DIGITAL

Saur Costanius Simamora, Vanessa Gaffar, Meta Arief

Sari


Tinjauan literatur sistematis ini mencoba menjawab pertanyaan tentang metode apa yang digunakan untuk menganalisis bagaimana teknologi blockchain berperan dalam perkembangan periklanan digital. Lalu apa peran teknologi blockchain dalam perkembangan periklanan digital di industri lain. Blockchain memainkan peran besar dalam pemasaran digital, karena industri periklanan digital secara historis sangat bergantung pada pihak ketiga. Blockchain dapat menghilangkan perantara antara dua pihak, sehingga membantu merek dan pelanggan. Salah satu pendekatan studi literatur adalah Systematic Literature Review (SLR). Penelitian ini menggunakan Systematic Literature Review dengan Metode Prisma dengan bantuan UAKE, VOS viewer, dan Aplikasi Mendeley Watase. Penelitian ini dibatasi dengan hanya mencari artikel jurnal Scopus Q1, Q2, Q3, dan Q4, terbitan tahun 2018-2022. Berdasarkan (26) dua puluh enam  artikel yang ditelaah, melalui proses systematic literature review, dengan rentang waktu terbitan artikel antara tahun 2018 sampai dengan 2022. Diperoleh hasil bahwa hanya sepuluh artikel yang memenuhi kriteria dan dijadikan rujukan dalam penelitian ini. Metode analisis data yang banyak digunakan ialah perancangan atau system planning (5 artikel), kemudian qualitative method (2 artikel), quantitative method (1 artikel) dan exploratory factor (1 artikel). Hasil penelitian menunjukkan bahwa teknologi blockchain berperan besar dalam perkembangan periklanan digital (digital advertising), yang banyak diterapkan di industri e-commerce, telekomunikasi, otomotif, pertanian, hiburan (film) bahkan untuk deteksi penipuan dan pencegahan kejahatan dalam periklanan online.

 Kata kunci: studi Pustaka; SLR; blockchain; periklanan digital; PRISMA


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DOI: https://doi.org/10.35968/m-pu.v14i1.1182

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