Efektivitas Strategi Digital Marketing terhadap Minat Beli Konsumen: Systematic Literature Review

Abstract

This study aims to determine the effectiveness of Digital Marketing strategies in influencing consumer purchase intent. The research method used was a Systematic Literature Review (SLR), which involved reviewing prior literature published between 2021 and 2025 via the GARUDA (Garda Rujukan Digital) database. A total of 21 articles were selected for analysis. The results indicate that, in general, Digital Marketing has a positive influence on consumer purchase intent; however, its effectiveness varies depending on the type of strategy employed. Social Media Marketing is the most consistent strategy in exerting influence through visual content and consumer interaction. Influencer Marketing is also effective in building brand trust and credibility, which in turn drives purchase intent. Meanwhile, Search Engine Optimization (SEO) tends to have an indirect influence through increased visibility and accessibility of information. A synergistic combination of various Digital Marketing strategies is more effective than the use of a single strategy.