Article Per Year (5 Year)
p-Index From 2020 - 2025
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All Journal Siber International Journal of Digital Business
Ilhamilimy, Ridho Rafqi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Mapping Trend of Digital Marketing Shapes Consumer Behaviour Across Indonesia: A Literature Review and Integration of Artificial Intelligence on Research Design for Future Research Hermansyah, Hermansyah; Sihotang, Doni Sugianto; Ilhamilimy, Ridho Rafqi; Rizan, Mohamad; Wibowo, Setyo Ferry
Siber International Journal of Digital Business (SIJDB) Vol. 2 No. 4 (2025): (SIJDB) Siber International Journal of Digital Business (April - June 2025)
Publisher : Siber Nusantara Review & Yayasan Sinergi Inovasi Bersama (SIBER)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/sijdb.v2i4.169

Abstract

This study  presents a  systematic  literature  review that  maps the  development of  digital marketing  research  and  its  influence  on  consumer  behavior  across  Indonesia,  with  an emphasis on the integration of Artificial Intelligence (AI) in future research design. Using content analysis on 60 journal articles published between 2012 and 2025, the study identifies five dominant variables—purchase decision, social media marketing, influencer marketing, brand trust, and brand image—alongside prevailing analytical methods, including Structural Equation Modeling (SEM) and Multiple Linear Regression. Bibliometric mapping through VOSviewer  reveals  clusters  of  thematic  focus  such  as  consumer  engagement,  digital branding, and e-commerce localization. The study also highlights trending topics over time, showing a shift from traditional marketing elements to AI-enhanced strategies. Furthermore, this paper proposes a conceptual framework linking AI applications with social media marketing, influencer marketing, and brand trust to guide future empirical studies. Findings underscore the growing academic and practical relevance of AI in digital marketing, and offer a foundation for predictive, data-driven approaches to understanding Indonesian consumer behavior.
Co-Authors Hermansyah Hermansyah Mohamad Rizan Setyo Ferry Wibowo SIHOTANG, DONI SUGIANTO