Analisis Dampak Perubahan Perilaku Konsumen Digital terhadap Pengembangan Berbagai Sektor Bisnis Kreatif di Indonesia
Keywords:
perilaku konsumen digital, bisnis kreatif, inovasi digital, pemasaran konten, model bisnis kreatifAbstract
Perubahan perilaku konsumen digital menjadi faktor kunci yang menentukan arah perkembangan bisnis kreatif di Indonesia dalam tiga tahun terakhir. Dinamika ini dipengaruhi oleh peningkatan penggunaan perangkat mobile, perluasan ekosistem perdagangan digital, serta pergeseran pola konsumsi ke pengalaman berbasis digital. Penelitian ini bertujuan menganalisis bagaimana perubahan perilaku konsumen digital berdampak pada pengembangan bisnis kreatif, khususnya terkait strategi pemasaran, inovasi produk, dan transformasi model bisnis. Metode yang digunakan adalah studi literatur sistematis dengan menelaah publikasi ilmiah, laporan industri, dan temuan terbaru yang terbit pada rentang 2023–2025. Hasil penelitian menunjukkan bahwa konsumen digital Indonesia semakin mengutamakan personalisasi, keterlibatan interaktif, dan kecepatan layanan; sehingga memaksa pelaku bisnis kreatif untuk memperkuat kapabilitas digital melalui pemanfaatan data analitik, pemasaran berbasis konten, dan integrasi platform omnichannel. Selain itu, perubahan pola pengambilan keputusan konsumen turut mendorong adaptasi model bisnis yang lebih fleksibel dan responsif. Penelitian ini memberikan kontribusi pada pengembangan formulasi strategi bisnis kreatif berbasis perilaku konsumen digital.
References
Ardana, R., and M. Putra. 2024. “Digital Capability Gaps among Creative SMEs in Indonesia.” Journal of Creative Enterprise 12(1):45–60.
Danang, R., and T. Amelia. 2023. “Social Identity Formation through Digital Product Consumption.” Journal of Digital Society 10(4):211–26.
Fadillah, S., and A. Karim. 2024. “Digital Consumption Pathways in Post-Pandemic Indonesia.” Asian Journal of Consumer Insight 6(2):77–94.
Gunawan, H. 2025. “Hybrid Monetization Models in Southeast Asia’s Creator Economy.” Creative Digital Economy Review 4(1):21–38.
Hakim, R. 2024. “Data-Driven Strategies for Creative Business Growth.” Journal of Digital Analytics
7(1):55–71.
Harianto, D. 2024. “Personalized Experiences and Creative Product Innovation.” Indonesian Journal of Digital Marketing 5(3):102–18.
Hwang, S., and J. Lee. 2023. “Personalization and Emotional Value in Digital Product Consumption.” Asia Pacific Journal of Marketing Research 14(2):98–115.
Kusnadi, Y. 2023. “Digital Community-Based Branding in Indonesian Creative SMEs.” Journal of Creative Branding 8(3):120–36.
Liang, C., and D. Mulyawan. 2023. “Algorithmic Exposure and Creative Entrepreneurship.” Journal of Digital Ecosystems 11(2):33–52.
Liem, A., and M. Kartika. 2024. “Short-Video Influence on Purchasing Decisions among Indonesian Youth.”
Journal of Interactive Media Studies 9(1):25–42.
Mahfudhoh, N., and F. Yudha. 2024. “Adoption of Creative E-Commerce Platforms among Indonesian Micro Entrepreneurs.” Journal of Digital Commerce Studies 6(2):66–82.
Nareswari, F., and N. Lestari. 2024. “The Role of Digital Storytelling in Purchase Intention.” Journal of Creative Communication 8(2):133–48.
Pratama, R., and S. Yunita. 2024. “Behavioral Shifts of Indonesian Digital Consumers in the Post-Pandemic Era.” Journal of Digital Society 7(1):12–28.
Putri, D., and B. Seno. 2023. “Trust Formation in Digital Product Reviews among Indonesian Consumers.”
Journal of Consumer Behavior Studies 15(4):189–205.
Rahman, A., and M. Idris. 2024. “Non-Linear Digital Consumption Patterns among Indonesian Online Consumers.” Journal of Contemporary Digital Behavior 8(1):41–58.
Santoso, D., and A. Rahadian. 2024. “Customization Preferences among Indonesian Digital Consumers: A Study on Personalization in Creative Products.” Journal of Digital Consumer Behavior 5(2):72–89.
Setyowati, R. 2024. “Algorithmic Influence on Indonesian Consumer Decisions in Digital Platforms.” Journal of Digital Interaction 11(2):56–74.
Suryaputra, B., and J. Halim. 2024. “Transformation of Creative Business Models in the Digital Era.” Journal of Innovation and Digital Transformation 13(1):49–64.
Wilson, T., L. Zhang, and P. Hoh. 2023. “Mobile-First Consumer Behavior in ASEAN Digital Markets.” Asia Pacific Consumer Review 12(1):50–68.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Jurnal Ekonomi, Kewirausahaan dan Inovasi Bisnis
This work is licensed under a Creative Commons Attribution 4.0 International License.
