About this article
- Submitted: Apr 15, 2025
- Final Revised: May 31, 2025
- Accepted: Jun 05, 2025
- Published: Jun 30, 2025
- Abstract view: 20
- PDF Download: 1
- Volumes: Vol. 3 No. 1 (2025) Pages 1-12
- DOI: 10.63208/21014-122
License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Copyright (c) 2025 Nabila Fadiya Amany Irwanto, I Made Bayu Dirgantara (Author)
Cite this article
Abstract
This study examines how digital consumer behavior and data-driven marketing strategies accelerate business transformation in the digital economy. The research explores core analytical aspects including consumer segmentation, personalization, and digital engagement patterns to understand how businesses leverage real-time data for strategic decision-making and competitive advantage. Employing a descriptive analytical approach, this study reviews current digital marketing practices and consumer interaction trends across digital platforms. Results indicate that firms utilizing advanced data analytics experience improved targeting accuracy, higher conversion rates, and enhanced customer retention compared to traditional marketing approaches. The discussion highlights how integrated data insights strengthen campaign effectiveness, support agile strategic execution, and align marketing functions with broader organizational transformation goals. The findings demonstrate that data-driven marketing plays a crucial role in creating value, improving digital capability maturity, and fostering sustainable competitiveness in a rapidly evolving global business landscape.
References
Ahadiyah, F. N. (2023). Perkembangan Teknologi Infomasi Terhadap Peningkatan Bisnis Online. INTERDISIPLIN: Journal of Qualitative and Quantitative Research, 1(1), 41–49.
Ananda, T. A., Dewi, N. K., & Saleh, M. Z. (2023). Fenomena Perubahan Strategi Pemasaran dalam Menghadapi Tantangan di Era Digital. Jurnal Publikasi Ilmu Manajemen (JUPIMAN), 2(4), 98-107. https://doi.org/10.55606/jupiman.v2i4.2738.
Ardani, W. (2022). Pengaruh Digital Marketing Terhadap Perilaku Konsumen. Jurnal TADBIR PERADABAN, 2(1), 40-47.
Auliyah, N. (2024). Efektivitas Strategi Pemasaran Digital Produk Cicil Emas Dalam Meningkatkan Profitabilitas Pada Bank Syariah Indonesia KCP Barru
Belinda, & Nofitasari, D. (2025). Peran Artificial Intelligence dalam Digital Marketing dan Dampaknya Terhadap Perilaku Konsumen Tahun 2025. Jurnal GICI: Jurnal Keuangan dan Bisnis, 17(1), 101-108. https://doi.org/10.58890/jkb.v17i1.391.
Brahmana, H., & Sinaga, H. D. E. (2025). Strategi Pemasaran Digital Berbasis Media Sosial Dalam Meningkatkan Engagement Konsumen Di Era Metaverse. Jurnal Ilmiah Ekonomi Dan Manajemen, 3(6), 441-454. https://doi.org/10.61722/jiem.v3i6.5405.
Chaidir, M., Irawan, D., & Benardi. (2024). Strategi Pemasaran Digital: Memahami Perjalanan Konsumen Di Era Digital. CITIZEN: Jurnal Ilmiah Multidisiplin Indonesia, 4(4), 356-363. https://www.google.com/search?q=https://doi.org/10.53866/jimi.v4i4.650.
Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry & research design: Choosing among five approaches (4th ed.). Sage publications.
Fadly, H., & Farhan, A. (2025). Transformasi Digital dalam Industri E-Commerce: Dampaknya Terhadap Perilaku Konsumen dan Strategi Pemasaran. Ekuivalensi: Jurnal Ekonomi Bisnis, 11(2), 311-326.
Haris, A., Sibelawanti, Muflichah, I., & Dian, I. (2024). Strategi Pemasaran Berbasis Digital Marketing Dan Ragam Produk Pada UMKM Gendzo Garment Untuk Meningkatkan Minat Beli Serta Pengaruhnya Pada Keputusan Pembelian Konsumen. JIEAP: Jurnal Ilmiah Ekonomi, Akuntansi, dan Pajak, 1(3), 104-117. https://doi.org/10.61132/jieap.v1i2.325.
Hartati, Q. E., Sutantri, & Mala, I. K. (2024). Pengaruh Digital Marketing Terhadap Perilaku Konsumen Di Indonesia. Jurnal Pendidikan Sejarah dan Riset Sosial Humaniora, 4(2), 233-242.
Indrayasa, M. (2024). Analisis Strategi Pemasaran Berbasis Digital Media Facebook Pada UMKM Konveksi Juswa Fashion
Kindangen, L. E., & Palendeng, I. D. (2024). Analisis Penerapan Strategi Pemasaran Terhadap Penjualan Pada Grup Jual Beli Silian Raya. Jurnal EMBA, 12(3), 1414-1424.
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative data analysis: A methods sourcebook (3rd ed.). Sage publications.
Natsir, K., & Bangun, N. (2024). Strategi UMKM Menghadapi Perubahan Perilaku Konsumen Di Era Digital. Jurnal Serina Abdimas, 2(3), 772-777. https://doi.org/10.24912/jsa.v2i3.31904.
Rahmawati, A., Untari, S. I., Lukitaningrum, K., Istia, M. N., & Al Bakri, M. J. (2025). Literature Review: Evolusi Strategi Pemasaran Digital dalam Era Teknologi Informasi. Gemilang: Jurnal Manajemen dan Akuntansi, 5(2), 503-512. https://doi.org/10.56910/gemilang.v5i2.2468.
Rolando, B., Ariyanto, K., Alexia, K. R., & Hartanti, R. (2022). Peran AI dan Big Data dalam Mengoptimalkan Strategi Pemasaran Digital. AIRA: Penelitian Kecerdasan Buatan dan Pembelajaran Terapan, 1(1), 1-17.
Wahyuni, S., Dian, R., Hasugian, B. S., & Khairunnisa, A. (2025). Dampak Kecerdasan Buatan Pada Strategi Pemasaran Digital Dan Pengaruh Stimulus Digital Terhadap Keputusan Pembelian Pelanggan. Seminar Nasional Universitas Dharmawangsa 2025, 236-246.