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All Journal Muqaddimah: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis HARAMAIN : Jurnal Manajemen Bisnis
Riris Hutapea
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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.
The Role Of Digital Platforms In Enhancing Customer Engagement And Business Performance In The Digital Economy Riris Hutapea; Situmorang, Ezra Reni Silva; Pangaribuan, Daniel; Siahaan, Efraim Prasetyo
HARAMAIN : Jurnal Manajemen Bisnis Vol. 4 No. 03 (2024): HARAMAIN : JURNAL MANAJEMEN BISNIS
Publisher : HARAMAIN : Jurnal Manajemen Bisnis

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Abstract

The rapid development of the digital economy has significantly transformed how businesses operate, interact with customers, and create value. Digital platforms such as online marketplaces, social media, and business applications play a critical role in supporting marketing activities, communication processes, and customer relationship management. This study aims to analyze the role of digital platforms in enhancing customer engagement and business performance within the digital economy. The research employs a literature review approach by examining relevant scholarly articles published between 2020 and 2023. The findings indicate that digital platforms can enhance customer engagement through more interactive communication, personalized services, and increased customer participation within digital ecosystems. Improved customer engagement subsequently contributes to better business performance, including increased sales, stronger customer loyalty, and enhanced product and service innovation. However, the adoption of digital platforms also presents several challenges, including digital capability gaps, data security concerns, and dependence on platform ecosystems. Therefore, businesses need to develop integrated digital strategies and adopt customer-centric approaches to maximize the benefits of digital platforms in improving business performance.
Co-Authors Daniel Pangaribuan Ezra Reni Silva Situmorang Michael P.J. Silaban Pangaribuan, Daniel Siahaan, Efraim Prasetyo Situmorang, Ezra Reni Silva