PENGARUH DIGITAL MARKETING TERHADAP PERILAKU KONSUMEN DI INDONESIA

Abstract

The influence of digital marketing in Indonesia has become a crucial topic in the current digital era. This research aims to identify how digital marketing affects consumer behavior and the growth of Small and Medium Enterprises (SMEs) in Indonesia. The study utilizes a descriptive-analytical approach to analyze secondary data related to digital marketing trends and practices in Indonesia, as well as its impact on consumers and SMEs. The findings indicate that digital marketing plays a significant role in transforming how consumers search for information, evaluate products, and make purchasing decisions. Digital platforms such as social media, search engines, and e-commerce enable consumers to access information more easily and quickly, thereby enhancing more informed purchasing decisions. On the other hand, digital marketing also provides SMEs with greater access to reach a broader domestic and international market. With relatively lower costs compared to traditional marketing methods, SMEs can increase their brand visibility and efficiently reach potential consumers through digital platforms. However, the use of digital marketing in Indonesia also faces challenges, including uneven digital infrastructure across regions, low digital literacy among certain segments of society, and growing concerns over data privacy. Therefore, companies need to take steps to mitigate these risks and ensure ethical use of digital marketing in compliance with relevant regulations. Keywords: Digital Marketing, Consumer Behavior, SME, Indonesia, Social Media