Peran Digital Marketing dalam Meningkatkan Keputusan Pembelian Konsumen
DOI:
https://doi.org/10.8844/949cw202Keywords:
pemasaran digital, keputusan pembelian, perilaku konsumen, literature reviewAbstract
Digital marketing menjadi salah satu strategi utama yang digunakan perusahaan untuk mempengaruhi perilaku konsumen dalam proses pengambilan keputusan pembelian. Perkembangan teknologi digital telah mengubah cara perusahaan berinteraksi dan membangun hubungan dengan pelanggan melalui berbagai platform seperti media sosial, website, dan marketplace. Artikel ini bertujuan untuk meninjau literatur terkait peran digital marketing dalam meningkatkan keputusan pembelian konsumen. Dengan menggunakan pendekatan literature review, penelitian ini mengidentifikasi bahwa digital marketing mampu mempengaruhi setiap tahapan keputusan pembelian melalui peningkatan brand awareness, kepercayaan konsumen, engagement, dan persepsi nilai. Selain itu, kehadiran konten digital yang relevan, informatif, dan interaktif terbukti meningkatkan minat serta keyakinan konsumen untuk melakukan pembelian. Artikel ini menegaskan bahwa digital marketing merupakan strategi esensial bagi perusahaan modern dalam menghadapi persaingan bisnis yang semakin dinamis.
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