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MARKETING ANALYTICS IN THE ERA OF DIGITAL-BASED MARKETING STRATEGY

Jurnal Ilmiah Ilmu Terapan Universitas Jambi · Vol. 8 No. 1 (2024) · pp. 61–75

DOI
10.22437/jiituj.v8i1.31908
ISSN
2580-2259, 2580-2240
Published
2024-05-14
Publisher
LPPM Universitas Jambi
Language
en
License
creativecommons.org/licenses/by/4.0

Abstract

This groundbreaking study delves into the intricate realm of digital marketing analysis, which entails the systematic collection and scrutiny of data pertaining to digital marketing endeavors. With a novel focus on elucidating the economic ramifications of digital marketing on sales augmentation, the research employs an innovative approach. Leveraging an exhaustive literature review drawn from national and international journals, the study illuminates the transformative impact of digital marketing, particularly in the context of burgeoning online markets. Employing the PRISMA methodological framework, researchers meticulously navigated through the identification, screening, feasibility, and finalization phases to distill a comprehensive understanding of the topic's scope. With a laser focus on "Marketing Analytics," the study hones in on publications resonating with this thematic emphasis, culminating in the identification of 330 pertinent publications devoid of duplicates. Delving deeper into the findings, the study unveils a notable surge in sales success amidst the Covid-19 era, underscoring the pivotal role of digital marketing in navigating unprecedented market dynamics. Furthermore, the research uncovers a nuanced interplay between various elements of the e-marketing mix e-product, e-price, and e-promotion and their influence on e-trust, offering valuable insights into consumer behavior in digital marketplaces. As the study draws to a close, it advocates for a visionary paradigm shift in digital marketing strategies, emphasizing the imperative of enhancing customer engagement and trust-building initiatives. Ultimately, the research underscores the indispensability of digital marketing in contemporary business landscapes, reaffirming its efficacy in fostering consumer engagement, driving sales, and nurturing enduring brand-consumer relationships.

Keywords

Collaboration network of the authors

20 authors · 61 co-authorship links · 10 across different organisations

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Tanjungpura University
  • Universitas Prof. Dr. Hazairin SH.
  • State University of Makassar
  • Politeknik Adiguna Maritim Indonesia Medan
  • University of Technology Malaysia
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Wiwik YunitaningrumTanjungpura University1
Mimi HaetamiTanjungpura University1
Rizki Hazazi AliTanjungpura University1
Iin TirtariaTanjungpura University1
Doni PranataTanjungpura University1
Fitriana Puspa HidasariTanjungpura University1
Suri Dwi AnandaAffiliation unknown1
Victor G SimanjuntakAffiliation unknown1
Sri WicahyaniAffiliation unknown1
Oktoviana Nur AjidAffiliation unknown1
Septian WilliyantoAffiliation unknown1
Andre YogaswaraAffiliation unknown1
Agus WiyantoAffiliation unknown1
Muchamad Rizki SentaniAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/JIITUJ/oai, first harvested 5 Nov 2026, last seen 8 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en">MARKETING ANALYTICS IN THE ERA OF DIGITAL-BASED MARKETING STRATEGY</dc:title>
	<dc:creator xml:lang="en">Hidayati, Arifah</dc:creator>
	<dc:creator xml:lang="en">Susanti, Evi</dc:creator>
	<dc:creator xml:lang="en">Jamalong, Ahmad</dc:creator>
	<dc:creator xml:lang="en">Ginting, Dafid</dc:creator>
	<dc:creator xml:lang="en">Suwanto, Witri</dc:creator>
	<dc:creator xml:lang="en">Arifin, Ardian</dc:creator>
	<dc:subject xml:lang="en">Business</dc:subject>
	<dc:subject xml:lang="en">Internet</dc:subject>
	<dc:subject xml:lang="en">Marketing</dc:subject>
	<dc:subject xml:lang="en">Market</dc:subject>
	<dc:subject xml:lang="en">Pandemic</dc:subject>
	<dc:description xml:lang="en">This groundbreaking study delves into the intricate realm of digital marketing analysis, which entails the systematic collection and scrutiny of data pertaining to digital marketing endeavors. With a novel focus on elucidating the economic ramifications of digital marketing on sales augmentation, the research employs an innovative approach. Leveraging an exhaustive literature review drawn from national and international journals, the study illuminates the transformative impact of digital marketing, particularly in the context of burgeoning online markets. Employing the PRISMA methodological framework, researchers meticulously navigated through the identification, screening, feasibility, and finalization phases to distill a comprehensive understanding of the topic's scope. With a laser focus on "Marketing Analytics," the study hones in on publications resonating with this thematic emphasis, culminating in the identification of 330 pertinent publications devoid of duplicates. Delving deeper into the findings, the study unveils a notable surge in sales success amidst the Covid-19 era, underscoring the pivotal role of digital marketing in navigating unprecedented market dynamics. Furthermore, the research uncovers a nuanced interplay between various elements of the e-marketing mix e-product, e-price, and e-promotion and their influence on e-trust, offering valuable insights into consumer behavior in digital marketplaces. As the study draws to a close, it advocates for a visionary paradigm shift in digital marketing strategies, emphasizing the imperative of enhancing customer engagement and trust-building initiatives. Ultimately, the research underscores the indispensability of digital marketing in contemporary business landscapes, reaffirming its efficacy in fostering consumer engagement, driving sales, and nurturing enduring brand-consumer relationships.</dc:description>
	<dc:publisher xml:lang="en">LPPM Universitas Jambi</dc:publisher>
	<dc:date>2024-05-14</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/JIITUJ/article/view/31908</dc:identifier>
	<dc:identifier>10.22437/jiituj.v8i1.31908</dc:identifier>
	<dc:source xml:lang="en">Jurnal Ilmiah Ilmu Terapan Universitas Jambi; Vol. 8 No. 1 (2024): Volume 8, Nomor 1, June 2024; 61-75</dc:source>
	<dc:source>2580-2259</dc:source>
	<dc:source>2580-2240</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/JIITUJ/article/view/31908/17999</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2024 Arifah Hidayati, Evi Susanti, Ahmad Jamalong, Dafid Ginting, Witri Suwanto, Ardian Arifin</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
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