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All Journal Muqaddimah: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis HARAMAIN : Jurnal Manajemen Bisnis
Daniel Pangaribuan
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Digital Marketing Strategy and Consumer Purchase Intention: A Literature Review on E-Commerce Business Research Ezra Reni Silva Situmorang; Daniel Pangaribuan; Riris Hutapea; Michael P.J. Silaban
MUQADDIMAH: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis Vol. 3 No. 1 (2025): Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis
Publisher : Sekolah Tinggi Ilmu Syariah Nurul Qarnain Jember

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59246/muqaddimah.v3i1.92

Abstract

The rapid growth of e-commerce has transformed the business landscape and consumer purchasing behavior in the digital economy. Advances in internet technology, increasing smartphone penetration, and the widespread use of online platforms have encouraged businesses to adopt digital marketing strategies to enhance market reach and competitiveness. This study aims to analyze the role of digital marketing strategies in influencing consumer purchase intention in e-commerce businesses through a literature review approach. The study uses a qualitative research method by reviewing and synthesizing relevant scholarly articles published between 2020 and 2024 obtained from reputable academic databases. The analysis focuses on key digital marketing strategies, including social media marketing, influencer marketing, content marketing, search engine marketing, and electronic word-of-mouth, and examines how these strategies influence consumer behavior in online shopping environments. The findings indicate that digital marketing strategies significantly contribute to increasing brand visibility, customer engagement, and consumer purchase intention. In addition, several mediating factors such as trust, brand image, perceived usefulness, and information quality strengthen the relationship between digital marketing practices and consumer purchase decisions. The study also highlights the growing importance of data-driven marketing and personalized digital communication in improving marketing effectiveness in e-commerce platforms. Overall, the results suggest that businesses must adopt integrated digital marketing strategies to remain competitive in the rapidly evolving digital marketplace. This study contributes to the existing literature by providing a comprehensive synthesis of recent research on digital marketing and consumer purchase intention in e-commerce contexts.
Digital Transformation And Business Model Innovation: Examining The Impact Of Digital Technologies On Sme Competitiveness Daniel Pangaribuan; Hutapea, Riris; Situmorang, Ezra Reni Silva; Sianturi, Andre M.P
HARAMAIN : Jurnal Manajemen Bisnis Vol. 5 No. 01 (2025): HARAMAIN : JURNAL MANAJEMEN BISNIS
Publisher : HARAMAIN : Jurnal Manajemen Bisnis

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Abstract

Digital transformation has become a crucial factor in enhancing organizational competitiveness in the digital economy. The rapid development of technologies such as artificial intelligence (AI), big data analytics, cloud computing, and the Internet of Things (IoT) has significantly changed how firms create, deliver, and capture value in business activities. This study aims to examine the relationship between digital transformation, business model innovation, and the competitiveness of small and medium-sized enterprises (SMEs) through a literature review approach. The study employs a qualitative literature review method by analyzing relevant academic publications from 2020 to 2024. The literature sources were collected from reputable journals and academic databases such as Scopus and Google Scholar. The findings indicate that digital transformation acts as a key driver of business model innovation by enhancing digital capabilities, integrating data-driven processes, and utilizing digital platforms in business operations. These innovations enable SMEs to improve operational efficiency, expand market access, and create new value propositions for customers. However, SMEs still face several challenges in implementing digital transformation, including limited digital literacy, financial constraints, and inadequate technological infrastructure. Therefore, supportive policies, digital capacity development, and collaboration among governments, private sectors, and educational institutions are essential to accelerate sustainable digital transformation among SMEs.
Co-Authors Ezra Reni Silva Situmorang Hutapea, Riris Michael P.J. Silaban Riris Hutapea Sianturi, Andre M.P Situmorang, Ezra Reni Silva