Transformasi Digital dalam Industri E-Commerce: Dampaknya Terhadap Perilaku Konsumen dan Strategi Pemasaran
DOI:
https://doi.org/10.51158/5c3v0w78Keywords:
E-Commerce, Perilaku Konsumen, Strategi Pemasaran, Transformasi Digital, UMKMAbstract
Transformasi digital dalam industri e-commerce telah membawa perubahan signifikan pada perilaku konsumen dan strategi pemasaran. Adaptasi teknologi seperti AI, big data, cloud, dan IoT memperkuat efisiensi operasional dan memungkinkan pengalaman belanja yang lebih personal dan terintegrasi. Penelitian ini bertujuan untuk menganalisis dampak transformasi digital terhadap perilaku konsumen dan inovasi strategi pemasaran di sektor e-commerce. Pendekatan yang digunakan adalah studi kepustakaan dengan sintesis literatur lima tahun terakhir yang relevan secara teori dan empiris. Hasil penelitian menunjukkan digitalisasi mampu memperluas akses pasar, meningkatkan brand awareness, serta mendorong personalisasi dan loyalitas konsumen melalui interaksi berbasis data. Namun, adopsi digitalisasi masih menemui tantangan besar di kalangan UMKM, khususnya terkait keterbatasan infrastruktur, literasi digital, dan sumber daya. Strategi pemasaran digital yang terintegrasi dengan transformasi digital mampu meningkatkan daya saing bisnis jika disertai kebijakan pendukung dan pengembangan kapasitas sumber daya. Penelitian ini menegaskan pentingnya kolaborasi lintas sektor untuk mendukung inklusi digital yang merata serta perlunya penelitian lanjut berbasis data primer.
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