Product Bundling sebagai Pemicu Pembelian Impulsif di Live-Streaming Commerce: Systematic Literature Review dan Model Konseptual
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Product bundling adalah taktik promosi harga yang nyaris selalu hadir dalam penjualan melalui siaran langsung, namun perannya sebagai pemicu pembelian impulsif belum disintesis secara sistematis. Tinjauan ini bertujuan memetakan keadaan penelitian, mengidentifikasi atribut desain bundling yang berfungsi sebagai stimulus, menjelaskan mekanisme organisme yang memerantarainya, dan menyusun model konseptual yang dapat diuji. Prosedur mengikuti PRISMA 2020 pada delapan basis data, yaitu Scopus, ScienceDirect, Emerald Insight, Taylor & Francis, SAGE, Wiley, Google Scholar, serta Garuda dan SINTA sebagai lapis konteks nasional, dengan rentang terbitan 2016 hingga September 2026. Dari 591 rekaman awal, 73 artikel memenuhi syarat dan dianalisis melalui sintesis naratif tematik atas 26 butir ekstraksi. Hasil menunjukkan bidang ini baru matang dan terbelah: 89,0 persen artikel terbit dalam lima tahun terakhir, 45,2 persen berkonteks Indonesia, 39 artikel berancangan survei berbanding 18 eksperimen, dan 33 artikel tidak menyebut kerangka teori. Dari 21 pengguna Stimulus–Organism–Response, 20 berasal dari arus live-streaming commerce dan tidak satu pun dari arus product bundling, sedangkan ketiga konstruk fokal bertemu hanya pada empat artikel. Sintesis menghasilkan lima tema yang mencakup seluruh corpus dan menunjukkan bahwa bukti kuat bundling terbatas pada luaran evaluatif, bukan pada pembelian impulsif; analisis sensitivitas atas 61 artikel memperlihatkan pola inti tersebut bertahan. Kontribusinya adalah Model Rute Ganda Bundel Terkompresi beserta dua belas proposisi yang memisahkan rute kognitif–evaluatif dari rute afektif–gairah dengan kompresi waktu keputusan sebagai pemoderasi berarah ganda, ditambah agenda riset empat belas butir dan implikasi bagi UMKM serta merek di Indonesia.
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