THE RESEARCH ON DEVELOPMENT OF A GOLD SHOP (JEWELRY) STRATEGY IN THE ERA OF TECHNOLOGICAL DISRUPTION: A SYSTEMATIC LITERATURE REVIEW ANALYSIS

Abstract

This study aims to determine the development of research conducted on the object of a gold (jewelry) shop. The subject matter of this research is the developments that occur in the business environment due to technological disruption that have implications for business activities, including gold (jewelry) shops. So that it can be seen that the development of gold shop research leads to digitalization or the use of social media as a strategy. This research uses the Systematic Literature Review (SLR) method. The data used is secondary data derived from journals and scientific articles found on Google Scholar, the research was conducted on 28 November 2022 with 16 data determined by the researcher and has compatibility with the research theme. Then, the results of this study show that the strategic development of the gold shop business from the use of technology (social media) is to focus on brand development as marketing, or called digital branding. Which then, this has major implications for buyers and prospective buyers, penetration like this is the spearhead and is widely used by gold shops in adapting to the use of technology. The conclusion that can be drawn from this research is that the use of social media increases engagement and sales of jewelry in both gold shops and pawnshops.

Keywords

• strategy
• slr
• disruption
• digitalization
• gold
• systematic review