Peran pemasaran digital dan data-driven dalam mendorong keberlanjutan bisnis: Sebuah tinjauan systematic literature review
DOI:
https://doi.org/10.60036/jbm.1170Keywords:
Kinerja UMKMAbstract
Tujuan – Penelitian ini bertujuan untuk mengkaji integrasi Digital Marketing & Data-Driven Marketing dalam menciptakan keberlanjutan bisnis yang dinilai dari aspek 3P (Profit, People & Planet).
Desain/metodologi/pendekatan – Penelitian ini menggunakan pendekatan kualitatif dengan metode Tinjauan Literatur Sistematis (Systematic Literature Review) terhadap 20 artikel.
Temuan – Digital marketing mempengaruhi perilaku konsumen dan meningkatkan kinerja bisnis. Dampak tersebut berkontribusi pada keberlanjutan bisnis (profit, people, planet), sementara data-driven marketing berperan sebagai penguat melalui pengambilan keputusan berbasis data.
Keterbatasan penelitian – Penelitian ini terbatas pada ketidakseimbangan fokus antara digital marketing dan data-driven marketing, di mana kajian lebih didominasi oleh digital marketing. Selain itu, pendekatan SLR yang digunakan bersifat deskriptif tanpa meta-analysis, sehingga tidak mengukur kekuatan hubungan antar variabel secara statistik.
Implikasi – Implikasi teoritis memperkuat pemahaman integrasi digital dan data-driven marketing dalam kerangka triple bottom. Implikasi praktis menjadi panduan bagi perusahaan, khususnya UMKM, untuk meningkatkan kinerja dan keberlanjutan melalui pemasaran digital dan pemanfaatan data.
Kebaruan – Kebaruan penelitian ini terletak pada sintesis literatur yang mengintegrasikan digital marketing dan data-driven marketing dalam kerangka keberlanjutan bisnis berbasis triple bottom line (Profit, People, Planet). Penelitian ini menunjukkan bahwa digital marketing memengaruhi customer engagement, purchase intention, dan consumer behavior yang berdampak pada keberlanjutan bisnis, sedangkan data-driven marketing berperan sebagai pendukung melalui pengambilan keputusan berbasis data.
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