Integrating Bibliometric Analysis Using VosViewer and Path Analysis to Model Farmer Loyalty
Year: 2026
Type: article
Abstract: This study aims to develop a comprehensive model of farmer loyalty by integrating bibliometric mapping and path analysis. A Systematic Literature Review (SLR) combined with bibliometric analysis using VOSviewer was conducted on 434 Scopus-indexed documents to identify key variables. The results revealed that farmer needs is a dominant variable with strong relevance in the research network. Based on these findings, a path analysis model was constructed to examine the relationships among farmer needs, farmer success, and farmer loyalty. The results indicate that farmer needs and farmer success have a significant direct effect on farmer loyalty. Furthermore, farmer success partially mediates the relationship between farmer needs and farmer loyalty, indicating both direct and indirect influences. The model evaluation shows a high coefficient of total determination (=0.9340), suggesting that 93.40% of the variation in farmer loyalty can be explained by the proposed model. This study contributes methodologically by integrating bibliometric mapping with statistical modeling and provides practical insights for improving farmer loyalty through the fulfillment of farmer needs and support for agricultural success.
DOI: 10.20956/1tmzsm24
Institutions: State University of Malang, University of Brawijaya
Language: English
Subfield: Marketing
Domain: Social Sciences
SDG: Zero hunger
Open Access status: diamond
OpenAlex ID: W7213441660