DIGITAL MARKETING DAN KEPUTUSAN PEMBELIAN KONSUMEN PADA ERA EKONOMI DIGITAL: SYSTEMATIC LITERATURE REVIEW
Keywords:
digital marketing, keputusan pembelian, media sosialAbstract
Transformasi ekonomi digital telah mengubah perjalanan konsumen dari proses linear menjadi
rangkaian interaksi yang berlangsung melalui mesin pencari, media sosial, marketplace, aplikasi
seluler, ulasan daring, dan komunikasi influencer. Penelitian ini bertujuan menyintesis bukti
mengenai mekanisme pengaruh digital marketing terhadap keputusan pembelian konsumen,
mengidentifikasi kanal dan stimulus yang dominan, serta merumuskan agenda penelitian.
Systematic literature review dilakukan dengan pedoman PRISMA melalui penelusuran ilmiah dan
pemeriksaan metadata pada publisher sites untuk artikel periode 2015-2024. Sebanyak 35 artikel
peer-reviewed memenuhi kriteria inklusi dan dianalisis menggunakan sintesis tematik. Hasil
menunjukkan lima klaster utama, yaitu media sosial dan konten, electronic word-of-mouth dan
ulasan daring, influencer marketing, personalisasi iklan, serta pengalaman platform dan
omnichannel. Digital marketing tidak bekerja secara otomatis; pengaruhnya berlangsung melalui
informativeness, perceived value, brand awareness, engagement, brand attitude, trust, dan
parasocial interaction. Trust bertindak sebagai gerbang keputusan, sedangkan perceived risk,
privacy concern, information overload, keterlibatan produk, dan karakteristik platform menjadi
kondisi pembatas. Bukti juga memperlihatkan bahwa banyak studi menggunakan niat beli sebagai
proksi sehingga hubungan dengan pembelian aktual belum sepenuhnya terjelaskan. Kajian ini
menghasilkan model stimulus-proses-respons yang menempatkan keputusan pembelian sebagai
hasil interaksi antara kualitas informasi, pengalaman, bukti sosial, dan tata kelola data yang etis.
Implikasi praktis menekankan integrasi kanal, kredibilitas pesan, transparansi sponsor, pengelolaan
ulasan, dan personalisasi yang berbasis persetujuan konsumen.
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