Unique Selling Proposition sebagai Mekanisme Nilai dan Kepercayaan dalam Ekosistem Pariwisata
Kajian Literatur Sistematik
DOI:
https://doi.org/10.32493/JEE.v8i2.54860Keywords:
Unique Selling Proposition; Mental Imagery; Perceived Value; Sustainable SME; eWOM; Value Capture.Abstract
Industri pariwisata menghadapi tantangan meningkatnya kompetisi global yang menuntut destinasi dan platform layanan untuk memiliki unique selling proposition (USP) yang kuat sehingga mampu membentuk persepsi kualitas serta mempertahankan loyalitas wisatawan. Penelitian ini bertujuan melakukan systematic literature review untuk mensintesis bukti empiris mengenai bagaimana kualitas USP memengaruhi niat perilaku melalui mekanisme mental imagery dan nilai yang dirasakan, bagaimana USP berbasis keberlanjutan dan nilai sosial memediasi hubungan inovasi dan keunggulan bersaing UKM pariwisata, serta bagaimana USP dan value proposition yang jelas mampu memitigasi risiko perilaku seperti panic buying dan brand switching dalam situasi eWOM negatif. Metode PRISMA 2020 digunakan untuk menyeleksi 16 artikel empiris yang memenuhi kriteria inklusi dari basis data Scopus periode 2019–2025. Hasil sintesis menunjukkan bahwa USP yang dirumuskan secara tegas memperkuat pembentukan citra mental dan persepsi nilai utilitarian, emosional, dan harga sehingga menghasilkan niat perilaku positif. Selanjutnya, integrasi USP berbasis keberlanjutan, nilai sosial, dan kelincahan organisasi terbukti meningkatkan relevansi inovasi serta memperkuat keunggulan bersaing UKM. Selain itu, USP dan value proposition yang transparan berfungsi sebagai mekanisme stabilisasi yang mampu mengurangi sensitivitas konsumen terhadap eWOM negatif melalui penguatan kepercayaan dan kejelasan arsitektur value capture. Penelitian ini memberikan kontribusi teoretis melalui integrasi perspektif mental imagery, perceived value, resource-based view, dan signaling theory. Secara praktis, temuan ini memberikan panduan bagi pemangku kepentingan untuk merancang diferensiasi destinasi yang terukur, meningkatkan keberlanjutan UKM, dan memperkuat transparansi platform pariwisata digital.
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