STUDI KUALITATIF TENTANG PERILAKU KONSUMEN DALAM MEMPENGARUHI KEPUTUSAN PEMBELIAN PADA PEMASARAN DIGITAL
DOI:
https://doi.org/10.52060/66z4kc65Abstrak
This study aims to analyze consumer behavior in influencing purchasing decisions in digital marketing using a qualitative approach. The research employs a descriptive case study method with data collected through in-depth interviews, observation, and documentation involving active users of digital platforms. The findings reveal that purchasing decisions are not made impulsively but through an evaluative process, including exposure to digital promotions, information search, review and rating evaluation, and consideration of price, needs, and trust in the seller. Digital marketing serves as an initial stimulus that generates purchase intention, while electronic word of mouth (e-WOM) plays a crucial role in shaping consumer perceptions and trust. In addition, influencers and social media contribute to strengthening product legitimacy. These findings indicate that purchasing decisions in digital marketing are rational and influenced by the interaction between digital stimuli and consumers’ internal processes.
Referensi
Alamsyah, N. A., & Fikri, M. A. (2024). Pengaruh Digital Marketing Terhadap Keputusan Pembelian : Peran Mediasi Dari Perilaku Konsumen. Jurnal Riset Entrepreneurship, 7(2), 128. https://doi.org/10.30587/jre.v7i2.8250
Azhara, M., Sutiono, H. T., & Wisnalmawati, W. (2023). Pengaruh Digital Marketing dan Electronic Word of Mouth terhadap Keputusan Pembelian dan Kepuasan Pelanggan. Jurnal Administrasi Bisnis (JABis), 21(2), 173. https://doi.org/10.31315/jurnaladmbisnis.v21i2.12718
Dedi, S., Ramadhani, A. P. S., Saptomo, Y. H., Sudarwadi, D., Malino, M., & Sumari, J. (2026). Social Media Marketing, Electronic Word of Mouth, and Trust in TikTok Shop Purchase Decisions. Jurnal Manajemen Bisnis, 13(1), 567–590. https://doi.org/10.33096/jmb.v13i1.1641
Destya, R., Siswati, A., & Kusumaningtyas, D. (2026). Pengaruh Influencer Marketing , Content Marketing dan Electronic Word of Mouth ( E- Wom ) terhadap Keputusan Pembelian Gen Z pada Kedai Satoe Rasa. Jurnal Ekonomi Dan Pendidikan, 23(1), 16–28. https://doi.org/10.21831/jep.v23i1.93403
Erilia Kesumahati, J. S. L. and E. Y. P. (2026). Meneliti Pengaruh Kualitas, Kecanggihan, Citra Merek, Dan Bauran Pemasaran Terhadap Kesediaan Membayar: Apakah Kepercayaan Memperantara Hubungan Tersebut? Media Ekonomi Dan Manajemen, 41(1), 116–131.
Fatimah, A. A. L. & P. R. (2025). Jurnal Manajemen Pengukuran Orientasi Kewirausahaan , Kemampuan Jaringan , Kemitraan Antar Perusahaan , Marketpreneur , dan Kinerja Bisnis di Kalangan Pengusaha UM Demografi. Jurnal Manajemen Teknologi, 24(3), 194–210.
Muhammad Kurdiyawan, M. and M. S. (2025). Efektivitas Pembiayaan Murabahah , Mudharabah , dan Musyarakah pada Pendapatan Nasabah Koperasi Syariah. Media Komunikasi Ilmu Ekonomi, 42(2), 79–92. https://doi.org/10.58906/melati.v42i2.333
Murhayati, H. Y. E. (2025). Penelitian Studi Kasus Kualitatif. Jurnal Pendidikan Tambusai, 9(2), 13087–13098. Jurnal Pendidikan Tambusai
Pasharibu, Y., Aprilia, J., & Jie, F. (2020). Intention to buy , interactive marketing , and online purchase decisions Moreover , the Indonesian Internet Service Providers Association explains that there. Jurnal Ekonomi Dan Bisnis, 23(2), 339–356. https://doi.org/10.24914/jeb.v23i2.3398
Qomaruddin&Halimah Sa’diyah. (2024). Kajian Teoritis tentang Teknik Analisis Data dalam Penelitian Kualitatif: Perspektif Spradley, Miles dan Huberman. Journal of Management, Accounting and Administration, 1(2), 77–84. https://doi.org/10.52620/jomaa.v1i2.93
Rijal Fadli, M. (2021). Memahami desain metode penelitian kualitatif. Humanika: Kajian Ilmiah Mata Kuliah Umum, 21(1), 33–54. https://doi.org/10.21831/hum.v21i1.38075
Rochis, Z., & Budi Setiawan, M. (2024). Pengaruh Digital Marketing, Efektivitas Iklan dan Komunikasi Pemasaran Terhadap Keputusan Pembelian Pada E-Commerce di Era Digital. Jurnal Perilaku Dan Strategi Bisnis, 12(1), 1–17. https://doi.org/10.26486/jpsb.v12i1.3740
Rosyadi, H. R. O. (2024). Pengaruh Digital Marketing, Electronic Word Of Mouth, Dan Lifestyleterhadap Keputusan Pembelian Pada Marketplace Tokopedia. Costing: Journal of Economic, Business and Accounting, 7(6), 8544–8554.
Samosir, M., & Syahran. (2024). Analisis Celebrity Endorser, Electronic Word Of Mouth, dan Media Sosial Terhadap Keputusan Pembelian Konsumen. Jurnal Perilaku Dan Strategi Bisnis, 12(1), 18–31. https://doi.org/10.26486/jpsb.v12i1.3806
Zulfikar, T., & Fiana, A. (2023). Smart Digital Marketing Dan Perilaku Konsumen Menciptakan Keputusan Pembelian Melalui Niat Beli. Techno-Socio Ekonomika, 16(2), 186. https://doi.org/10.32897/techno.2023.16.2.2852
| Keywords | : |
Kata Kunci:
Perilaku Konsumen, Pemasaran Digital, Keputusan Pembelian, Electronic Word of Mouth (e-WOM), Kepercayaan Konsumen
|
| Galleys | : | |
| Diterbitkan | : |
2026-05-30
|
| Terbitan | : |
Bagian
Articles
|
Hak Cipta (c) 2026 Jurnal Bisnis Digital
Artikel ini berlisensi Creative Commons Attribution 4.0 International License.
