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BIREV: Business and Investment Review Jurnal manajemen dan ekonomi terbaik
Articles
DOI: 10.61292/birev.235
Published: 2026-01-05

Peran Digital Marketing Terhadap Keputusan Pembelian Konsumen di Bisnis Ritel

Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial, Budaya dan Politik, Universitas Pembangunan Nasional “Veteran” Jawa Timur
Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial, Budaya dan Politik, Universitas Pembangunan Nasional “Veteran” Jawa Timur
Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial, Budaya dan Politik, Universitas Pembangunan Nasional “Veteran” Jawa Timur
Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial, Budaya dan Politik, Universitas Pembangunan Nasional “Veteran” Jawa Timur
Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial, Budaya dan Politik, Universitas Pembangunan Nasional “Veteran” Jawa Timur
Digital Marketing Purchasing Decisions Retail Business Customer Engagement

Abstract

The development of digital technology has driven significant changes in marketing strategies in the retail sector. Digital marketing makes it easier for companies to deliver product information quickly, interactively, and relevantly to consumers through various digital platforms such as social media, marketplaces, and instant messaging applications. This study aims to analyze the role of digital marketing in influencing consumer purchasing decisions in retail businesses. The research method used is descriptive qualitative, with a literature review approach from journals and scientific articles. The results show that digital marketing contributes positively to increasing consumer trust, purchase intention, and engagement. Thus, digital marketing is a crucial strategy for enhancing competitiveness and customer loyalty in the digital era

ABSTRAK

Perkembangan teknologi digital telah mendorong perubahan signifikan dalam strategi pemasaran pada sektor ritel. Digital marketing memberikan kemudahan bagi perusahaan dalam menyampaikan informasi produk secara cepat, interaktif, dan relevan kepada konsumen melalui berbagai platform digital seperti media sosial, marketplace, dan aplikasi pesan instan. Penelitian ini bertujuan untuk menganalisis peran digital marketing dalam mempengaruhi keputusan pembelian konsumen pada bisnis ritel. Metode penelitian ini yang digunakan adalah deskriptif kualitatif dengan pendekatan studi literatur dari jurnal dan artikel ilmiah. Hasil penelitian menunjukkan bahwa digital marketing berkontribusi positif terhadap peningkatan kepercayaan,minat beli, dan keterlibatan konsumen. Dengan demikian, digital marketing menjadi strategi penting untuk meningkatkan daya saing dan loyalitas pelanggan di era digital.

Kata Kunci: Pemasaran Digital, Keputusan Pembelian, Bisnis Ritel, Keterlibatan Pelanggan.

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How to Cite

Indrawati, N. R., F, A. D. I., P, R. M. H., Fadli , M. R., & Nugroho, R. H. (2026). Peran Digital Marketing Terhadap Keputusan Pembelian Konsumen di Bisnis Ritel. Business and Investment Review, 4(1). https://doi.org/10.61292/birev.235