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

Authors

  • Hermansyah Hermansyah Universitas Negeri Jakarta, Jakarta, Indonesia
  • Doni Sugianto Sihotang Universitas Negeri Jakarta, Jakarta, Indonesia
  • Ridho Rafqi Ilhamilimy Universitas Negeri Jakarta, Jakarta, Indonesia
  • Mohamad Rizan Universitas Negeri Jakarta, Jakarta, Indonesia
  • Setyo Ferry Wibowo Universitas Negeri Jakarta, Jakarta, Indonesia

DOI:

https://doi.org/10.38035/sijdb.v2i4.169

Keywords:

Systematic  Literature  Review, Brand  Trust, Digital  Marketing, Consumer Behaviuor, Artificial Intelligence

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.

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Published

2025-05-05

How to Cite

Hermansyah, H., Sihotang, D. S., Ilhamilimy, R. R., Rizan, M., & Wibowo, S. F. (2025). Mapping Trend of Digital Marketing Shapes Consumer Behaviour Across Indonesia: A Literature Review and Integration of Artificial Intelligence on Research Design for Future Research. Siber International Journal of Digital Business (SIJDB), 2(4), 295–310. https://doi.org/10.38035/sijdb.v2i4.169