PERAN TEKNOLOGI DIGITAL DALAM PERUBAHAN PEMASARAN: TINJAUAN LITERATUR DAMPAK E-MARKETING TERHADAP DAYA SAING BISNIS - Isnaini, Niam Rahma; Ahmadi, Mirzam Arqy (Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi, 2025)
The development of digital technology has changed the traditional marketing paradigm to be more effective through e-marketing, which has the potential to increase business competitiveness. This study aims to analyze the impact of e-marketing on company competitiveness, with a focus on efficiency, market reach, and personalization of customer experience. The method used is a literature study, which examines various secondary sources such as scientific journals, books, and research reports. The research sample includes case studies of SMEs to large companies in various sectors, with measuring instruments in the form of indicators such as consumer engagement, brand loyalty, and sales growth. The results of the study indicate that e-marketing provides significant benefits in reaching global markets, increasing customer loyalty, and cost efficiency, although challenges such as data privacy and infrastructure limitations remain. The limitations of this study are limited access to the latest empirical data and a focus that is more inclined to certain sectors. Perkembangan teknologi digital telah mengubah paradigma pemasaran tradisional menjadi lebih efektif melalui e-marketing, yang berpotensi meningkatkan daya saing bisnis. Penelitian ini bertujuan untuk menganalisis dampak e-marketing terhadap daya saing perusahaan, dengan fokus pada efisiensi, jangkauan pasar, dan personalisasi pengalaman pelanggan. Metode yang digunakan adalah studi literatur, yang mengkaji berbagai sumber sekunder seperti jurnal ilmiah, buku, dan laporan penelitian. Sampel penelitian mencakup studi kasus UKM hingga perusahaan besar di berbagai sektor, dengan alat ukur berupa indikator seperti keterlibatan konsumen, loyalitas merek, dan pertumbuhan penjualan. Hasil penelitian menunjukkan bahwa e-marketing memberikan manfaat signifikan dalam menjangkau pasar global, meningkatkan loyalitas pelanggan, dan efisiensi biaya, meskipun tantangan seperti privasi data dan keterbatasan infrastruktur tetap ada. Limitasi penelitian ini adalah keterbatasan akses terhadap data empiris terbaru dan fokus yang lebih condong pada sektor tertentu.