Pengaruh Digital Marketing terhadap Keputusan Pembelian Konsumen di Era E-Commerce

Abstrak

This study aims to analyze the factors influencing purchase intention and customer loyalty in the context of e-commerce and micro, small, and medium enterprises (MSMEs). Using a literature review method, this research examines various variables that play a role in consumer purchasing decisions, including website appearance, price, trust, brand image, and product quality. Previous studies indicate that consumer trust plays a crucial role in increasing purchase intention, while customer satisfaction is a key factor in building loyalty. Additionally, the utilization of social media in digital marketing strategies has proven to be effective in enhancing competitiveness and product reach. The findings suggest that MSME and e-commerce players need to continuously optimize service quality and implement innovative marketing strategies to attract and retain customers. With increasing competition in the digital era, trust-based strategies, positive customer experiences, and technology-driven marketing are essential for business success. This study provides insights for business practitioners and academics in understanding consumer behavior dynamics and the strategic implications of digital marketing management.