Pengaruh Pemasaran Digital Terhadap Keputusan Pembelian Konsumen di Platform E-Commerce

Abstract

The development of digital technology has brought major changes in the business world, especially in marketing activities. Digital marketing is a marketing strategy that uses digital technology and online platforms to promote products or services to consumers. This study was conducted to examine the various influences of digital marketing on consumer purchasing decisions on e-commerce platforms. This study uses the Systematic Literature Review (SLR) approach to analyze the influence of digital marketing on consumer purchasing decisions on e-commerce platforms. SLR is a systematic and structured research method to identify, transmit, and synthesize relevant research results in a particular field. The results obtained indicate that digital marketing has a significant influence on consumer purchasing decisions, especially through social media, email marketing, customer reviews, and influencer marketing. Quality content, effective digital layout, and user interaction play an important role in building interest and purchasing decisions. Well-integrated digital marketing is not only effective in attracting consumers but also building strong long-term relationships.