TRANSFORMASI PEMASARAN TRADISIONAL KE E-MARKETING: TINJAUAN LITERATUR TENTANG DAMPAK PENGGUNAAN TEKNOLOGI DIGITAL TERHADAP DAYA SAING PEMASARAN BISNIS
DOI:
https://doi.org/10.30739/jesdar.v4i2.2430Keywords:
Marketing, Marketing Strategy, technology digital, economicAbstract
This research is a literature review aimed at describing the impact of the transformation from traditional marketing to E-Marketing, with a focus on the use of digital technology on business marketing competitiveness. Through the method of literature review, this research collected and analyzed various sources of literature from scientific journals, books, articles, and research reports related to the topic. The results of the literature review show that digital technology has influenced the way businesses interact with consumers and how companies manage marketing information. The use of social media, websites, and mobile applications has enabled companies to reach consumers more efficiently and effectively. Analytical technology and big data have also provided valuable insights into consumer behavior, allowing companies to develop targeted and personalized marketing strategies. However, this research also reveals that the transformation to E-Marketing also brings challenges. Competition in the digital world is increasingly fierce, forcing companies to innovate continuously to differentiate themselves from competitors and attract consumer interest. Additionally, privacy and data security issues have become critical, and companies must take proactive steps to protect consumer data and build strong trust.
Downloads
References
Anjani, S., & Irwansyah, I. 2020. Peranan Influencer dalam Mengkomunikasikan Pesan di Media Sosial Instagram (The Role of Social Media Influencers in Communicating Messages Using Instagram). Polyglot: Jurnal Ilmiah, 16(2), 203–229. https://doi.org/10.19166/pji.v16i2.1929
Assaad, W., Carlos, J., Gomez, M., & Marx Gomez, J. 2011. Social Network in marketing (Social Media Marketing) Opportunities and Risks EnviroInfo Conference Series View project ROCIT-Real-time Forecasts Optimization Concerning Timetable Information of Public Transport View Project Social Network in marketing (Social Media Marketing) Opportunities and Risks. International Journal of Managing Public Sector Information and Communication Technologies (IJMPICT). 2 (1). https://doi.org/10.5121/ijmpict.2011.2102
Avriyanti, S. 2021. Strategi Bertahan Bisnis di Tengah Pandemi Covid-19 dengan Memanfaatkan Bisnis Digital (Studi Pada UKM yang Terdaftar pada Dinas Koperasi, Usaha Kecil dan Menengah Kabupaten Tabalong). Jurnal PubBis. 5 (1), 60–73.
Awali, H., & Rohmah, F. 2020. Urgensi Pemanfaatan E-Marketing pada Keberlangsungan UMKM di Kota Pekalongan di Tengah Dampak Covid-19. Jurnal Ekonomi dan Bisnis Islam. 2 (1), 1–14.
Cindy Clarissa Quenby, & Maharani Ikaningtyas. 2023. Penerapan Digital Marketing Sebagai Strategi Pemasaran pada UMKM Pakan Super Klasik. Jurnal Pengabdian Kepada Masyarakat. 2 (2), 90–96. https://doi.org/10.55606/jpkm.v2i2.153
Ermawati, E., Husaini, A., Pakkawaru, I., Syariah, J. E., Ekonomi, F., Islam, B., & Palu, I. 2020. Pengaruh Penggunaan Media Sosial Terhadap Keputusan Pembelian Kuota Internet pada Mahasiswa Fakultas Ekonomi dan Bisnis Islam IAIN Palu. Jurnal Ilmu Ekonomi dan Bisnis Islam-JIEBI. 2 (1). https://databoks.katadata.co.id/datapublis
Febriyantoro, M. T., & Arisandi, D. 2018. Pemanfaatan Digital Marketing Bagi Usaha Mikro, Kecil dan Menengah pada Era Masyarakat Ekonomi Asean. Jurnal Manajemen Dewantara. 1 (2), 62–76. http://ejournal.stiedewantara.ac.id/index.php/JMD/issue/view/32
Gumilang, R. R. 2019. Implementasi Digital Marketing Terhadap Peningkatan Penjualan Hasil Home Industri. Jurnal Ilmiah Manajemen. 10 (1), 9–14.
Hayu, R. S. 2019. Smart Digital Content Marketing, Strategi Membidik Konsumen Millennial Indonesia. JMK (Jurnal Manajemen Dan Kewirausahaan). 4 (1), 61. https://doi.org/10.32503/jmk.v4i1.362
Jashari, F., & Rrustemi, V. 2017. The Impact of Socialmedia on Consumer Behavior-Case Study Kosovo. Journal of Knowledge Management, Economics and Information Technology. VII (1), 1–21. www.scientificpapers.org
Kamuri. 2021. Analisis Peran Digital Content Marketing Bagi Wirausaha Milenial Di Kota Kupang Dalam Masa Pandemi Covid-19. Journal of Management. 14 (2), 225–238.
Mahliza, I., Husein, A., & Gunawan, T. 2020. Analisis Strategi Pemasaran Online. Al-Sharf Jurnal Ekonomi Islam. 1 (3), 250–264. https://creativecommons.org/licenses/by-sa/4.0/
Oktavenus, R. 2019. Analisis Pengaruh Transformasi Digital dan Pola Perilaku Konsumen Terhadap Perubahan Bisnis Model Perusahaan di Indonesia. Jurnal Manajemen Bisnis dan Kewirausahaan. 3 (5), 44–48.
Orinaldi, M. 2020. Peran E-commerce dalam Meningkatkan Resiliensi Bisnis di Era Pandemi. Iltizam Journal of Shariah Economic Research. 5 (2), 36–53.
Puspitasari, I., & Firdauzy, A. 2019. Characterizing Consumer Behavior in Leveraging Socialmedia for E-Patient and Health-Related Activities. International Journal of Environmental Research and Public Health. 16 (18). https://doi.org/10.3390/ijerph16183348
Putra, M. D. 2019. Jual Beli Online Berbasis Media Sosial dalam Perspektif Ekonomi Islam. Iltizam Journal of Shariah Economic Research. 3 (1), 83–103. http://e-journal.lp2m.uinjambi.ac.id/ojp/index.php/iltizam
Rachmawati Aliudin, E., & Arisanty, M. 2018. Transformasi Digital Majalah Hai dalam Upaya Mempertahankan Eksistensi Brand. Widyakala. 5 (2), 77–96.
Rozinah, S., & Meiriki, D. A. 2020. Pemanfaatan Digital Marketing pada Usaha Mikro Kecil dan Menengah (UMKM) di Kota Tangerang Selatan. Jurnal JDM. 2 (2), 134–152.
Siagian, A. O., & Martiwi, R. 2020. Kemajuan Pemasaran Produk dalam Memanfaatkan Media Sosial di Era Digital. Jurnal Pemasaran Kompetitif. 3 (3), 2598–2893. http://www.openjournal.unpam.ac.id/index.php/JPK
Suginam, S. 2022. Transformasi Digital di Masa Pandemi Covid 19: Studi Fenomenologi pada UKM Kota Medan. Journal of Business and Economics Research (JBE). 3 (2), 296–299. https://doi.org/10.47065/jbe.v3i2.1696
Suryani, I. 2014. Pemanfaatan Media Sosial sebagai Media Pemasaran Produk dan Potensi Indonesia dalam Upaya Mendukung ASEAN Community 2015. (Studi Social Media Marketing Pada Twitter Kemenparekraf RI dan Facebook Disparbud Provinsi Jawa Barat). Jurnal Komunikasi. 8 (2), 123–138.
Vinerean, S., Cetina, I., Dumitrescu, L., & Tichindelean, M. 2013. The Effects of Social Media Marketing on Online Consumer Behavior. International Journal of Business and Management. 8 (14). https://doi.org/10.5539/ijbm.v8n14p6.
Yuliana, Y., Falahi, A., Safina, W. D., & Harahap, N. 2023. Implementasi E-Marketing Kelompok Budidaya Trigona Batu Katak. Remik: Riset dan E-Jurnal Manajemen Informatika Komputer. 7 (1), 24–31. https://doi.org/10.33395/remik.v7i1.11923
Downloads
Published
How to Cite
Issue
Section
Citation Check
License
Copyright (c) 2023 Nur Hidayatul Istiqomah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
