Article Sidebar

Download
PDF
Statistic
Read Counter : 41 Download : 15

Main Article Content

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.

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
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
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Afni, C. and Roostika, R. (2024). Pengaruh aktivitas pemasaran media sosial, kepercayaan merek dan persepsi nilai terhadap niat beli makeup lokal. Jurnal Ilmiah Manajemen Ekonomi & Akuntansi (Mea), 8(2), 710-725. https://doi.org/10.31955/mea.v8i2.4065
  2. Agrawal, D. (2023). Covid-19-induced shopping behavioural shifts justifying pandemic as ‘defining moment’ for generation Z. International Journal of Retail & Distribution Management, 51(5), 611-628. https://doi.org/10.1108/ijrdm-10-2022-0364
  3. Aldilax, D., Hermawan, P., & Mayangsari, L. (2020). The antecedents of slow fashion product purchase decision among youth in Bandung, Jakarta, and Surabaya. Kne Social Sciences. https://doi.org/10.18502/kss.v4i6.6647
  4. Alshohaib, K. (2024). From screens to carts: the role of emotional advertising appeals in shaping consumer intention to repurchase in the era of online shopping in post-pandemic. Frontiers in Communication, 9. https://doi.org/10.3389/fcomm.2024.1370545
  5. Angelina, Y., Widianto, T., & Iskandar, D. (2022). Peran kepercayaan, kualitas informasi dan persepsi risiko terhadap keputusan pembelian di shopee. Probank, 7(2), 224-230. https://doi.org/10.36587/probank.v7i2.1380
  6. Antczak, B. (2024). The influence of digital marketing and social media marketing on consumer buying behavior. Journal of Modern Science, 56(2), 310-335. https://doi.org/10.13166/jms/189429
  7. Asprilia, M. and Hami, A. (2021). Persepsi nilai mewah pada konsumen tas branded: kajian nilai budaya di indonesia. Jurnal Ilmu Keluarga Dan Konsumen, 14(1), 76-87. https://doi.org/10.24156/jikk.2021.14.1.76
  8. Bag, S., Srivastava, G., Bashir, M., Kumari, S., Giannakis, M., & Chowdhury, A. (2021). Journey of customers in this digital era: understanding the role of artificial intelligence technologies in user engagement and conversion. Benchmarking an International Journal, 29(7), 2074-2098. https://doi.org/10.1108/bij-07-2021-0415
  9. Basit, A., Hameed, M., Azid, D., Nawaz, A., Rauf, M., Yasir, M., … & Raza, S. (2024). Impact of online shopping addiction on compulsive buying behavior and life satisfaction among college students. JHRR, 4(2), 27-32. https://doi.org/10.61919/jhrr.v4i2.728
  10. Faisal, A., Amran, E., & Ekawanto, I. (2023). The role of emotional attachment in mediating the effect of social media marketing on purchase intention., 1177-1185. https://doi.org/10.2991/978-2-38476-118-0_134
  11. Goma, N., Salim, M., & Marta, R. (2022). Strategi komunikasi pemasaran paguyuban batik tulis giriloyo menghadapi pandemi covid-19. Komunikasiana Journal of Communication Studies, 4(1), 40. https://doi.org/10.24014/kjcs.v4i1.17963
  12. Hartanto, A. and Rodhiah, R. (2024). The impact of perceived digital celebrities on live-stream shopping intention of Shopee live users in Jakarta. International Journal of Social Science Research and Review, 7(4), 1-11. https://doi.org/10.47814/ijssrr.v7i4.2055
  13. Hidayatullah, M., Indahwati, A., Setianingrum, N., & Ahmadiono, A. (2023). Strategi pemasaran produk mitraguna di Bank Syariah Indonesia. Al-Kharaj Jurnal Ekonomi Keuangan & Bisnis Syariah, 6(2), 2836-2842. https://doi.org/10.47467/alkharaj.v6i2.4123
  14. Huda, N., Hulaify, A., Zakiyah, Z., & Komarudin, P. (2023). Pengaruh perilaku konsumen dan minat konsumen terhadap keputusan pembelian pusat baju bekas Banjarmasin. Jurnal Ilmiah Mahasiswa Perbankan Syariah (Jimpa), 3(1), 1-12. https://doi.org/10.36908/jimpa.v3i1.155
  15. Johan, I., Indriyani, R., & Vincēviča–Gaile, Z. (2020). Measuring repurchase intention on fashion online shopping. SHS Web of Conferences, 76, 01015. https://doi.org/10.1051/shsconf/20207601015
  16. Kallier-Tar, S., Bothma, C., & Wiid, J. (2024). Decoding the hyper-connected consumer: unveiling the factors that influence decision-making. International Journal of Research in Business and Social Science (2147-4478), 13(3), 36-53. https://doi.org/10.20525/ijrbs.v13i3.3077
  17. Malinda, T., Pristiyono, P., & Siregar, M. (2023). Analysis of online shopping choice through shopping experience and ease of transactions on consumer trust and purchase intention. Quantitative Economics and Management Studies, 4(3), 428-436. https://doi.org/10.35877/454ri.qems1630
  18. Mertanti, N. (2023). Menelisik perilaku belanja masyarakat di era society 5.0. Cakrawala Repositori Imwi, 6(2), 832-844. https://doi.org/10.52851/cakrawala.v6i2.263
  19. Nabila, Y. and Ramadhan, F. (2024). Menelusuri faktor yang mempengaruhi keputusan pembelian pada e-commerce: sebuah kajian literature. Movere Journal, 6(1), 164-172. https://doi.org/10.53654/mv.v6i1.405
  20. Nst, A. and Khairat, A. (2023). Online business strategy analysis through TikTok shop digital network platform marketplace. Dharmawangsa International Journal of the Social Sciences Education and Humanitis, 4(1), 10-16. https://doi.org/10.46576/ijsseh.v4i1.3520
  21. Octaviani, F. and Selamat, F. (2023). Pengaruh kredibilitas influencer terhadap intensi pembelian produk fashion melalui kepercayaan merek pada pengguna instagram di
  22. Jakarta. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 7(2), 274-285. https://doi.org/10.24912/jmieb.v7i2.23151
  23. Piarna, R., Fathurohman, F., & Purnawan, N. (2020). Understanding online shopping adoption: the unified theory of acceptance and the use of technology with perceived risk in millennial consumers context. Jema Jurnal Ilmiah Bidang Akuntansi Dan Manajemen, 17(1), 51. https://doi.org/10.31106/jema.v17i1.5050
  24. Pramono, G. and Purwanegara, M. (2023). A comparison of Indonesian and Dutch generation-Z preference shift from global fashion brands to locals after Covid-19 pandemic. International Journal of Current Science Research and Review, 06(07). https://doi.org/10.47191/ijcsrr/v6-i7-66
  25. Rachmawati, D., Udriyah, U., & Dewi, N. (2024). Analisis strategi green branding sebagai usaha menciptakan sustainable competitive advantage untuk meningkatkan kinerja pemasaran di era ekonomi global pada brand fashion lokal kota bandung. Among Makarti, 17(1), 42. https://doi.org/10.52353/ama.v17i1.624
  26. Ramdhani, M. and Masnita, Y. (2023). Peran pemasaran media sosial pada ekuitas merek menggunakan citra dan kepercayaan merek. Jurnal Ekobis Ekonomi Bisnis & Manajemen, 13(1), 89-103. https://doi.org/10.37932/j.e.v13i1.701
  27. Rayo, E. and Rantung, R. (2020). Analisis faktor pemasaran kewirausahaan pada UMKM di Indonesia. Klabat Journal of Management, 1(2), 8. https://doi.org/10.31154/kjm.v1i2.511.8-19
  28. Safitri, R., Prakoso, B., Prasetyo, J., Fabrianto, L., Wiharso, G., Nabilah, S., … & Febrianti, N. (2022). Sosialisasi social media marketing untuk meningkatkan pemasaran Yayasan Al-Birru indonesia jaya. Jurnal Abdimas Perbanas, 3(1), 1-9. https://doi.org/10.56174/jap.v3i1.475
  29. Samosir, F., Ginting, R., & Santoso, S. (2023). Student information-seeking behavior in fashion trends of fisip students at universitas bengkulu. Jurnal Kajian Informasi & Perpustakaan, 11(2), 211. https://doi.org/10.24198/jkip.v11i2.40015
  30. Simanjuntak, R., Yani, A., & Sumarsid, S. (2023). Dampak karakteristik influencer digital terhadap niat beli produk fashion. Labs Jurnal Bisnis Dan Manajemen, 28(2), 1-13. https://doi.org/10.57134/labs.v28i2.43
  31. Sudirjo, F. and Tjahyadi, I. (2023). Assessing factors influencing online shopping adoption among Indonesian consumers: a quantitative study. West Science Interdisciplinary Studies, 1(05), 51-57. https://doi.org/10.58812/wsis.v1i05.73
  32. Tamarima, V., Slamet, S., & Putri, P. (2025). Pengaruh influencer virtual, keterlibatan pelanggan, interaksi parasosial, dan kredibilitas influencer pada keputusan pembelian generasi z. Postgraduate Management Journal, 4(2), 136-150. https://doi.org/10.36352/pmj.v4i2.941
  33. Tan, P., Tee, P., & Ahmad, R. (2024). The impact of digital content marketing on customer engagement in an online fashion store. International Journal of Advanced Business Studies, 3(Special Issue 1), 107-123. https://doi.org/10.59857/ijabs.2581
  34. Tiovannie, A. and Pribadi, M. (2024). Strategi komunikasi sales marketing PT. Acon Indonesia dalam melakukan negosiasi transaksi bata ringan. Prologia, 8(1), 124-133. https://doi.org/10.24912/pr.v8i1.27561
  35. Utami, H. (2023). Potensi ritel pangan berbasis perdagangan digital dengan memahami perilaku konsumen: perspektif pelaku agribisnis. Mimbar Agribisnis Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis, 9(2), 1503. https://doi.org/10.25157/ma.v9i2.9795
  36. Widayanto, M., Haris, A., & Syarifah, L. (2023). Analisis faktor-faktor yang mempengaruhi keputusan pembelian. Manajemen Dan Kewirausahaan, 4(1), 29-40. https://doi.org/10.53682/mk.v4i1.5821
  37. Yassaroh, L., Wulandari, M., & Prasetyo, B. (2023). Implikasi pemasaran viral sebagai strategi komunikasi pemasaran dalam membangun perceived value: analisis kasus brand somethinc. Kaganga Jurnal Pendidikan Sejarah Dan Riset Sosial-Humaniora, 6(2), 742-760. https://doi.org/10.31539/kaganga.v6i2.7917