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Abstract

Penelitian ini bertujuan untuk mengeksplorasi hubungan antara pemasaran digital dan daya beli produk fashion di Indonesia. Dengan perkembangan teknologi digital yang pesat, cara konsumen melakukan pembelian berubah secara signifikan. Penelitian ini mengadopsi metodologi tinjauan literatur sistematik untuk menganalisis berbagai studi terkait pemasaran digital dan pengaruhnya terhadap perilaku konsumsi di sektor fashion. Hasil penelitian menunjukkan bahwa pemasaran digital memperkuat daya beli konsumen dengan memfasilitasi aksesibilitas produk, meningkatkan kesadaran merek, dan memperkuat interaksi antara merek dan konsumen. Selain itu, faktor-faktor seperti e-commerce, media sosial, dan pengaruh influencer terbukti memainkan peran penting dalam meningkatkan minat beli produk fashion di Indonesia. Penelitian selanjutya dapat mengembangkan strategi pemasaran digital dapat dioptimalkan untuk meningkatkan daya beli produk fashion di Indonesia, serta mengenali serta merespons perubahan signifikan dalam perilaku konsumen pada era kemajuan teknologi digital

Keywords

Daya beli; digitalisasi; pemasaran; produk fashion.

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Manueke, K. A. (2025). Pemasaran Digital dan Daya Beli Produk Fashion di Indonesia. Paradoks : Jurnal Ilmu Ekonomi, 8(4), 79–88. https://doi.org/10.57178/paradoks.v8i4.1683
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