Indonesian Journal of Law and Economics Review
Vol 19 No 3 (2024): August
Marketing Management

Global Scoping Review on Digital Marketing's Impact on Consumer Buying Decisions
Tinjauan Cakupan Global tentang Dampak Pemasaran Digital terhadap Keputusan Pembelian Konsumen


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  • Mochammad Andre Faishal*
*

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/ijler.v19i3.1136
Published June 24, 2024
Keywords
  • Digital marketing,
  • consumer purchase decisions,
  • scoping review,
  • PRISMA framework,
  • Impact assessment
How to Cite
Faishal, M. A. (2024). Global Scoping Review on Digital Marketing’s Impact on Consumer Buying Decisions. Indonesian Journal of Law and Economics Review, 19(3), DOI 10.21070/ijler.v19i3.1136. https://doi.org/10.21070/ijler.v19i3.1136

Copyright (c) 2024 Mochammad Andre Faishal

Creative Commons License

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

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Abstract

This study explores the impact of digital marketing on consumer purchase decisions through a scoping review of literature from 2018 to 2023. Using the PRISMA framework, 117 articles were initially screened, with 15 meeting inclusion criteria and 10 selected for detailed analysis. Findings indicate that digital marketing significantly influences consumer behavior by enhancing product visibility, brand image, and engagement across online platforms. The research underscores digital marketing's pivotal role in modern business strategies, emphasizing its necessity for enhancing consumer engagement and driving purchase decisions across various sectors, including education and finance.

Highlight:

  1. Digital marketing amplifies brand visibility and consumer engagement.
  2. Scoping review identifies key literature on digital marketing's impact.
  3. PRISMA framework ensures systematic review of relevant research articles.

 

Keywoard: Digital marketing, consumer purchase decisions, scoping review, PRISMA framework, impact assessment

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