An Analysis of The Role of Digital Marketing in Shaping Consumer Purchasing Decisions in MSMEs In the Digital ERA
DOI:
https://doi.org/10.59653/jimat.v3i03.2105Keywords:
Digital Marketing, Purchasing Decisions, MSME, Consumer BehaviorAbstract
This study aims to analyze the role of digital marketing in shaping consumer purchasing decisions among MSMEs in the digital era through a literature review approach. The method used involves examining various scientific journals and relevant academic publications from 2024 - 2025 that discuss the relationship between digital marketing strategies and consumer purchasing behavior. The findings indicate that digital marketing does not only function as a promotional medium but has evolved into a strategic communication system that influences consumers’ perceptions, trust, and emotional attachment toward MSME products. Key factors proven to influence purchasing decisions include digital content quality, the level of digital trust, electronic word of mouth (eWOM), and the intensity of interaction between MSME actors and consumers on digital platforms.
Downloads
References
Adam, D., & Sumakul, G. (2025, June). ANALISIS PENGARUH STRATEGI DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN: PENDEKATAN KUANTITATIF. 10.8734/mnmae.v1i2.359
Ade Gousmau, R. C., Supheni, I., & Mahendra, P. T. (2025, October). Pengaruh Pemasaran Digital dan Ulasan Pelanggan Online terhadap Keputusan Pembelian pada Pengguna Tokopedia di Kabupaten Nganjuk. https://doi.org/10.30640/jumma45.v4i2.5149
Alamsyah, N. A., & Fikri, M. A. (2024, Agustus 28). PENGARUH DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN: PERAN MEDIASI PERILAKU KONSUMEN. https://doi.org/10.30587/jre.v7i2.8250
Albashori, M. F., Wahyuning, S., & Nugroho, H. A. (2025, May 23). Digital Marketing Strategy and Consumer Behavior: A case study of E-Commerce Businesses. https://doi.org/10.61942/oikonomia.v2i3.323
Andini, A., Ridwan, R., Putri, R., Salwa, D. S. I. O., Idam, I., & Owen, D. (2025, July). Strategi Branding dan Pemasaran Digital untuk Meningkatkan Penjualan Produk pada UMKM Mins di Pasar Digital. https://doi.org/10.56910/gemilang.v5i3.2596
Aqilah, T., Irawan, H., & Usman, O. (2025, July 24). The Effect of E-Wom and Consumer Trust on Purchase Decisions With Brand Image as Mediating Variable: Case Study of Indomie Reviewed By Influencer Tasyi Athasyia. https://doi.org/10.52970/grdis.v5i3.1406
Daud, S., Maxentia, C., Paolo, C. C., & Tanuhardja, F. T. (2024, December 30). Strategi Pemasaran dalam Penerapan Digital Marketing pada Kewirausahaan UMKM Kuliner: Studi Kasus pada “Bakso dan Mie Ayam Mami Inung” di Rajabasa, Bandar Lampung. https://doi.org/10.35870/emt.9i1.3485
Fatoni, U. F. (2025, May 2). Pengaruh Digital Marketing terhadap Keputusan Pembelian Online pada Produk Jims Honey di Kota Brebes. https://doi.org/10.56910/jvm.v11i2.694
Ginting, S. B., Irawan, A. H., Surbakti, D. C. L., Alifah, R., & Saraswati, D. (2024, July 31). The Influence of Digital Marketing Strategies and Digital Payments on UMKM Buying Decisions in the Digital Era. https://doi.org/10.47134/jpem.v1i3.424
Hidayatullah, M. R. (2025, July). KONTEN SEBAGAI SENJATA: ANALISIS KUALITATIF STRATEGI DIGITAL BRANDING UMKM DI MEDIA SOSIAL DAN MARKETPLACE PASCA PANDEMI. 10.8734/mnmae.v1i2.359
Kaharudin, E. (2025, September). Peran Brand StorytellingDalam Membangun Loyalitas Pelanggan: Studi Fenomenologi Pada UMKMKuliner Kota Semarang. https://ejournal.lapad.id/index.php/jurbisman/article/view/1206/863
Latulinskey, C., Lukitaningsih, A., & Utami, L. T. H. (2025, March 30). PENGARUH VIRAL MARKETING DAN DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIANMELALUIPURCHASEINTENTIONSEBAGAIVARIABELINTERVENIN. https://www.journal.stiemb.ac.id/index.php/mea/article/view/5294/2263
Sartika, D., Nurlenawati, N., & Triadinda, D. (2025). PENGARUH CONTENT MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PENGGUNA TIKTOK SHOP. https://vm36.upi.edu/index.php/IJDB/article/viewFile/83919
Syaputra, T., Musnal, M. F., Hakim, A., Jimi, & Sahira, N. (2025, November 19). Pengaruh Digital Marketing dalam Meningkatkan Penjualan UMKMdi Beberapa Kecamatan di Wilayah Kota Pekanbaru. https://doi.org/10.47709/jebma.v5i3.7025
Tasriastuti, N. A., Harminingtyas, R., & Widowati, M. (2024, April 11). THE INFLUENCE OF PRICE, ELECTRONIC WORD OF MOUTH (E-WOM), AND BRAND IMAGE ON PURCHASING DECISIONS IN SHOPEE E-COMMERCE PLATFORM. https://doi.org/10.34152/fe.19.1.111-118
Downloads
Published
How to Cite
Issue
Section
Categories
License
Copyright (c) 2025 Sharren Christya Simon, Annisa Cahya Ningrum, Angellica Monica Luiskiy. S, Marco Hubertus Suwito, M. Rachman Mulyandi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
