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All Journal Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Syifa Fauziya
Universitas Trunojoyo Madura
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Systematic Literature Review: Pengaruh Strategi Pemasaran Digital terhadap Perilaku Konsumen dan Kinerja Bisnis Sefi Rahmawati; Syifa Fauziya; Nur Aisyah; Muhammad Alkirom Wildan
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol. 5 No. 1 (2025): Maret : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jaemb.v5i1.6051

Abstract

This article systematically examines the impact of digital marketing strategies in consumer behavior and business performance using the Systematic Literature Review (SLR) method based on PRISMA strandars. The study analyzed 27 articles from SINTA and Scopus databases published between 2016 and 2025. The findings show that digital marketing not only expands market reach and relevant interactions with cunsumers, thus strengthening customer loyalty. On the other hand, challenger such as changes in platform algorithms, digital fatigue, and data privacy issue have emerged, demanding quik responses from companies and policy makers. This reseach makes an important contribution to the development of digital marketing theory and offers practical guidance for digital marketing theory and offers practical guidance for businesses to design adaptive and effective strategies, while proposing more contextualized and theoretical directions for future research.
Memetakan Pengaruh Strategi Digital Marketing: Efektivitas Influencer dan Online Customer Review dalam Mendorong Keputusan Pembelian Wardah di Shopee Syifa Fauziya; Anastasia Br Surbakti; Sabbatun Nabilla; Triana Setiyarini
Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis Vol. 4 No. 4 (2026): Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen dan Bisnis
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/manuhara.v4i4.2882

Abstract

This study aims to analyze the effect of digital marketing strategies through influencer marketing and online customer reviews on purchase decisions for Wardah products on Shopee. The growth of e-commerce has encouraged cosmetic companies to implement digital marketing strategies to attract consumers and influence purchasing behavior. This study used a quantitative approach with multiple linear regression analysis. The respondents were 109 Management 23 students at UTM who met the criteria as Shopee users and Wardah consumers. Data were collected through questionnaires and analyzed to examine the partial and simultaneous effects of influencer marketing and online customer reviews on purchase decisions. The results showed that influencer marketing had a positive and significant effect on purchase decisions, with a regression coefficient of β = 0.251 and p = 0.009 < 0.05. Meanwhile, online customer reviews did not have a significant effect, with β = 0.144 and p = 0.127 > 0.05. Simultaneously, both variables significantly influenced purchase decisions with an R² value of 9.5%. These findings indicate that influencer marketing has a stronger role than online customer reviews in influencing Wardah consumers on Shopee.  
Co-Authors Anastasia br Surbakti Muhammad Alkirom Wildan Nur Aisyah Sabbatun Nabilla Sefi Rahmawati Triana Setiyarini