Work

Mapping Trend of Digital Marketing Shapes Consumer Behaviour Across Indonesia: A Literature Review and Integration of Artificial Intelligence on Research Design for Future Research

Year: 2025

Type: article

Abstract: This study presents a systematic literature review that maps the development of digital marketing research and its influence on consumer behavior across Indonesia, with an emphasis on the integration of Artificial Intelligence (AI) in future research design. Using content analysis on 60 journal articles published between 2012 and 2025, the study identifies five dominant variables—purchase decision, social media marketing, influencer marketing, brand trust, and brand image—alongside prevailing analytical methods, including Structural Equation Modeling (SEM) and Multiple Linear Regression. Bibliometric mapping through VOSviewer reveals clusters of thematic focus such as consumer engagement, digital branding, and e-commerce localization. The study also highlights trending topics over time, showing a shift from traditional marketing elements to AI-enhanced strategies. Furthermore, this paper proposes a conceptual framework linking AI applications with social media marketing, influencer marketing, and brand trust to guide future empirical studies. Findings underscore the growing academic and practical relevance of AI in digital marketing, and offer a foundation for predictive, data-driven approaches to understanding Indonesian consumer behavior.

Source: Siber International Journal of Digital Business (SIJDB)

DOI: 10.38035/sijdb.v2i4.169

Authors: Hermansyah Hermansyah, Doni Sugianto Sihotang, Ridho Rafqi Ilhamilimy, Mohamad Rizan, Setyo Ferry Wibowo

Institution: State University of Jakarta

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4414939523

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