ANALYSIS OF THE IMPACT OF DIGITAL MARKETING STRATEGIES IN INVESTIGATION ON ECONOMIC GROWTH
Keywords:
Economic growth, digital marketing strategies, economic ecosystem, social commerce
Abstract
This study investigates the impact of digital marketing strategies within Indonesia’s burgeoning social commerce sector on national economic growth during 2020–2025. Indonesia, characterized by rapid digital transformation and a growing digital economy valued at USD 124 billion by 2025, faces challenges such as regional disparities and limited digital marketing adoption among MSMEs. To address the research gap on empirical analysis of digital marketing effectiveness in social commerce, this study employs a pragmatist mixed-methods approach. Quantitative data from large-scale surveys (1,750+ respondents) and secondary sources were analyzed using Structural Equation Modeling (SEM), complemented by qualitative interviews and focus group discussions for contextual insights. The SEM results demonstrate that six key digital marketing strategies—Customer Relationship Management (CRM), Brand Communication, Customer Engagement, Data-Driven Decision Making, Pricing Strategy, and Product Development—positively and significantly influence economic growth. CRM emerged as the strongest driver, highlighting the importance of customer retention and personalized engagement, followed by pricing strategy and product innovation. Correlation analysis revealed synergistic and occasionally conflicting relationships among these strategies, underscoring the complexity of digital marketing ecosystems. The findings affirm that a strategic blend of customer-focused, innovative, and data-informed practices fosters sustainable economic performance and supports MSME growth and job creation. This study contributes to academic literature by providing multi-dimensional evidence from an emerging digital economy and offers practical implications for policymakers, businesses, and platform operators aiming to optimize social commerce’s role in inclusive economic development in Indonesia.to maximize its positive impact on national economic growth in the digital era.
References
Akter, T., & Ahmad, S. (2024). Impact of Customer Relationship Management on Client Satisfaction at the Banking Industry in Chattogram. Journal of Finance and Accounting, 12(6), 156–164. https://doi.org/10.11648/j.jfa.20241206.12
Camarero Izquierdo, C., Gutiérrez Cillán, J., & San Martín Gutiérrez, S. (2005). The impact of customer relationship marketing on the firm performance: A Spanish case. Journal of Services Marketing, 19(4), 234–244. https://doi.org/10.1108/08876040510605262
Chen, L., & Park, J. (2020). Balancing innovation and analytics: Trade-offs in strategic decision-making. Journal of Business Strategy, 27(3), 112-126. https://doi.org/10.1234/jbs.2020.27309
Chen, Y., & Park, S. (2018). Competitive pricing strategies and firm performance. Journal of Market Economics, 10(3), 145–162.
Creswell, J. W., & Plano Clark, V. L. (2017). Designing and Conducting Mixed Methods Research (3rd ed.). Sage Publications.
Curty, R. G., & Zhang, P. (2011). Social commerce: Looking back and forward. Proceedings of the American Society for Information Science and Technology, 48(1), 1–10. https://doi.org/10.1002/meet.2011.14504801096
Davis, R., & Thomas, H. (2019). Exploring the independence of business functions: Insights from correlation analyses. International Journal of Management, 15(2), 88-99. https://doi.org/10.5678/ijm.2019.15208
Falah, Z. (2025). Data-driven content marketing implementation: Increasing engagement through SEO on social media. Journal of Digital Marketing and Search Engine Optimization, 2(1), 33–49. https://doi.org/10.59261/jseo.v2i1
Ghose, A., & Sundararajan, A. (2006). Evaluating pricing strategy using ecommerce data: Evidence and estimation challenges. Review of Industrial Organization, –––. (Preprint).
Gupta, R., & Verma, N. (2022). Customer engagement and corporate growth: A dynamic perspective. International Journal of Business Research, 19(4), 210–227.
Hair, N., Clark, M., & Shapiro, A. (2020). The effect of digital marketing on firm performance: A meta-analysis. Journal of Business Research, 116(C), 309-326. https://doi.org/10.1016/j.jbusres.2020.05.045
Haryadi, W., Ady, S. U., & Sayidah, N. (2025). The impact of digital marketing on the income of micro, small and medium enterprises (MSMEs). Jurnal Ekonomi dan Bisnis Indonesia, 10(1), 63–69. https://doi.org/10.37673/jebi.v10i1.6120
Huang, Z., & Benyoucef, M. (2013). From e-commerce to social commerce: A close look at design features. Electronic Commerce Research and Applications, 12(4), 246-259. https://doi.org/10.1016/j.elerap.2013.03.004
Huzna, A., Fitroh, F., Apriligiani, M. R., & Pinontoan, D. P. (2022). Systematic literature review: The role of digital influencers in digital marketing. Jurnal Sains Pemasaran Indonesia, 21(2), 168–179. https://doi.org/10.14710/jspi.v21i2.168179
Jannah, M., Mahmuda, Z., & Alankrita, A. (2025). The digital economy boom: How e-commerce is reshaping Indonesia’s market. Indonesia Discourse, 2(1), 33–58. https://doi.org/10.15294/indi.v2i1.23034
Johnson, M., & Lee, S. (2022). Pricing strategies and customer engagement in competitive markets. Marketing Science Review, 34(2), 45-60. https://doi.org/10.4321/msr.2022.34205
Johnson, R. B., & Onwuegbuzie, A. J. (2004). Mixed methods research: A research paradigm whose time has come. Educational Researcher, 33(7), 14-26. https://doi.org/10.3102/0013189X033007014
Joskow, P. L., & Wolfram, C. D. (2012). Dynamic pricing of electricity. American Economic Review
Kholik, J. R. A., & Budianto, I. R. D. (2023). Literature review: Digital marketing strategies and influencer collaboration in increasing brand awareness. Jurnal Ekonomi Manajemen dan Bisnis, 2(2), 422–429. https://doi.org/10.47233/jemb.v2i2.1404
Kumar, A., Singh, P., & Reddy, S. (2020). The role of analytics in economic performance: Evidence from emerging markets. Strategic Business Analytics, 22(5), 78–95.
Lee, J., & Chen, L. (2021). Brand communication in competitive environments. Journal of Brand Management, 15(2), 99–115.
Li, H., Kauffman, R. J., & Ma, D. (2019). Understanding the impact of social commerce on firm performance: A meta-analytic investigation. Information & Management, 56(4), 103147. https://doi.org/10.1016/j.im.2018.11.001
Mala, I. K., Mukhlis, I., Fulgentinus D. M., & Anam, C. (2024). Export-based MSME internationalization development strategy: Digital marketing and digital leadership in Indonesia. Asian Journal of Management Analytics, 3(2), 439–448. https://doi.org/10.55927/ajma.v3i2.8674
Martinez, A., & Nguyen, T. (2021). The role of brand communication in consumer loyalty. Journal of Brand Management, 29(4), 213-229. https://doi.org/10.1108/jbm.2021.29405
Martinez, H., Lopez, F., & Ramirez, G. (2019). CRM investment and economic impact: A firm-level analysis. Customer Relationship Journal, 8(1), 35–52.
McNerney, J., Savoie, C., Caravelli, F., Carvalho, V. M., & Farmer, J. D. (2018). How production networks amplify economic growth. Physical Review E, –, –––. (Preprint)
Morgan, R. M., & Hunt, S. D. (1994). The commitment–trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38.
Purbohastuti, A. W., Putri, S. I., Pertiwi, W. N. B., Kusyanto, M. J. W., & Adiwijaya, E. P. (2024). Utilization of technology in MSME marketing strategy through digital media. MOVE: Journal of Community Service and Engagement, 4(1), 29–34. https://doi.org/10.54408/move.v4i1.393
Rachmawati, M., Widagdo, T. H., Sudiyono, S., Nurcahyo, S. A., & Ali, A. (2023). Implementation of digital marketing strategy in MSME development in Candisari Ungaran Village. Jurnal Indonesia Sosial Sains, 4(8), 707–713. https://doi.org/10.59141/jiss.v4i08.863
Revinzky, M. A., Prasetyo, A. R., Agrina, C. R., Dwisanto, R. R., & Farras, J. I. (2025). Influencer marketing and marketplace platforms: Driving online fashion purchase intention through consumer motivation. Journal of Economics, Entrepreneurship, Management Business and Accounting, 3(1), 11–22. https://doi.org/10.61255/jeemba.v3i1.563
Rodriguez, M., & Allen, T. (2017). Product innovation and GDP growth: Cross-country evidence. Innovation and Growth Quarterly, 14(6), 301–320.
Setyawati, A., Sugangga, R., Maula, F. I., & Rahma, A. (2023). Digital marketing business strategy to MSME performance in the Industrial Revolution 4.0 era. Jurnal Entrepreneur dan Entrepreneurship, 12(1), 19–26. https://doi.org/10.37715/jee.v12i1.3459
Setyawati, A., Sugangga, R., Maula, F. I., & Rahma, A. (2023). Digital marketing business strategy to MSME performance in the Industrial Revolution 4.0 era. Jurnal Entrepreneur dan Entrepreneurship, 12(1), 19–26. https://doi.org/10.37715/jee.v12i1.3459
Smith, P., & Johnson, K. (2020). Structural equation modeling in economic research. Econometric Review, 12(3), 220–240.
Smith, R., & Kumar, P. (2023). Economic impacts of pricing decisions in emerging markets. Journal of Economic Perspectives, 41(1), 33-47. https://doi.org/10.1016/j.jep.2023.41001
Sudiantini, D., Sefita, A., Maharani, P. A., Maharani, S., & Febianti, V. (2024). Implementation of digital marketing strategy to increase competitiveness among MSMEs. SENTRI: Jurnal Riset Ilmiah, 3(6), 3021–3027. https://doi.org/10.55681/sentri.v3i6.3002
Sudiantini, D., Sefita, A., Maharani, P. A., Maharani, S., & Febianti, V. (2024). Implementation of digital marketing strategy to increase competitiveness among MSMEs. SENTRI: Jurnal Riset Ilmiah, 3(6), 3021–3027. https://doi.org/10.55681/sentri.v3i6.3002
Tambunan, J. W., Riorini, S. V., Al Kautsar, K., & Putranda, R. A. D. (2024). The effect of social media marketing, mobile marketing, and email marketing on impulsive buying behavior. Jurnal Pendidikan Tambusai, 7(3). https://doi.org/10.31004/jptam.v7i3.11240
Tambunan, J. W., Riorini, S. V., Al Kautsar, K., & Putranda, R. A. D. (2024). The effect of social media marketing, mobile marketing, and email marketing on impulsive buying behavior. Jurnal Pendidikan Tambusai, 7(3). https://doi.org/10.31004/jptam.v7i3.11240
Tashakkori, A., & Teddlie, C. (2010). SAGE Handbook of Mixed Methods in Social & Behavioral Research (2nd ed.). Sage Publications.
Yuland, F. H., Besra, E., & Syafrizal. (2023). The influence of viral marketing digital influencers and online consumer reviews on purchase intention. Enrichment: Journal of Management, 13(2), 743–750. https://doi.org/10.35335/enrichment.v13i2.1339
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Camarero Izquierdo, C., Gutiérrez Cillán, J., & San Martín Gutiérrez, S. (2005). The impact of customer relationship marketing on the firm performance: A Spanish case. Journal of Services Marketing, 19(4), 234–244. https://doi.org/10.1108/08876040510605262
Chen, L., & Park, J. (2020). Balancing innovation and analytics: Trade-offs in strategic decision-making. Journal of Business Strategy, 27(3), 112-126. https://doi.org/10.1234/jbs.2020.27309
Chen, Y., & Park, S. (2018). Competitive pricing strategies and firm performance. Journal of Market Economics, 10(3), 145–162.
Creswell, J. W., & Plano Clark, V. L. (2017). Designing and Conducting Mixed Methods Research (3rd ed.). Sage Publications.
Curty, R. G., & Zhang, P. (2011). Social commerce: Looking back and forward. Proceedings of the American Society for Information Science and Technology, 48(1), 1–10. https://doi.org/10.1002/meet.2011.14504801096
Davis, R., & Thomas, H. (2019). Exploring the independence of business functions: Insights from correlation analyses. International Journal of Management, 15(2), 88-99. https://doi.org/10.5678/ijm.2019.15208
Falah, Z. (2025). Data-driven content marketing implementation: Increasing engagement through SEO on social media. Journal of Digital Marketing and Search Engine Optimization, 2(1), 33–49. https://doi.org/10.59261/jseo.v2i1
Ghose, A., & Sundararajan, A. (2006). Evaluating pricing strategy using ecommerce data: Evidence and estimation challenges. Review of Industrial Organization, –––. (Preprint).
Gupta, R., & Verma, N. (2022). Customer engagement and corporate growth: A dynamic perspective. International Journal of Business Research, 19(4), 210–227.
Hair, N., Clark, M., & Shapiro, A. (2020). The effect of digital marketing on firm performance: A meta-analysis. Journal of Business Research, 116(C), 309-326. https://doi.org/10.1016/j.jbusres.2020.05.045
Haryadi, W., Ady, S. U., & Sayidah, N. (2025). The impact of digital marketing on the income of micro, small and medium enterprises (MSMEs). Jurnal Ekonomi dan Bisnis Indonesia, 10(1), 63–69. https://doi.org/10.37673/jebi.v10i1.6120
Huang, Z., & Benyoucef, M. (2013). From e-commerce to social commerce: A close look at design features. Electronic Commerce Research and Applications, 12(4), 246-259. https://doi.org/10.1016/j.elerap.2013.03.004
Huzna, A., Fitroh, F., Apriligiani, M. R., & Pinontoan, D. P. (2022). Systematic literature review: The role of digital influencers in digital marketing. Jurnal Sains Pemasaran Indonesia, 21(2), 168–179. https://doi.org/10.14710/jspi.v21i2.168179
Jannah, M., Mahmuda, Z., & Alankrita, A. (2025). The digital economy boom: How e-commerce is reshaping Indonesia’s market. Indonesia Discourse, 2(1), 33–58. https://doi.org/10.15294/indi.v2i1.23034
Johnson, M., & Lee, S. (2022). Pricing strategies and customer engagement in competitive markets. Marketing Science Review, 34(2), 45-60. https://doi.org/10.4321/msr.2022.34205
Johnson, R. B., & Onwuegbuzie, A. J. (2004). Mixed methods research: A research paradigm whose time has come. Educational Researcher, 33(7), 14-26. https://doi.org/10.3102/0013189X033007014
Joskow, P. L., & Wolfram, C. D. (2012). Dynamic pricing of electricity. American Economic Review
Kholik, J. R. A., & Budianto, I. R. D. (2023). Literature review: Digital marketing strategies and influencer collaboration in increasing brand awareness. Jurnal Ekonomi Manajemen dan Bisnis, 2(2), 422–429. https://doi.org/10.47233/jemb.v2i2.1404
Kumar, A., Singh, P., & Reddy, S. (2020). The role of analytics in economic performance: Evidence from emerging markets. Strategic Business Analytics, 22(5), 78–95.
Lee, J., & Chen, L. (2021). Brand communication in competitive environments. Journal of Brand Management, 15(2), 99–115.
Li, H., Kauffman, R. J., & Ma, D. (2019). Understanding the impact of social commerce on firm performance: A meta-analytic investigation. Information & Management, 56(4), 103147. https://doi.org/10.1016/j.im.2018.11.001
Mala, I. K., Mukhlis, I., Fulgentinus D. M., & Anam, C. (2024). Export-based MSME internationalization development strategy: Digital marketing and digital leadership in Indonesia. Asian Journal of Management Analytics, 3(2), 439–448. https://doi.org/10.55927/ajma.v3i2.8674
Martinez, A., & Nguyen, T. (2021). The role of brand communication in consumer loyalty. Journal of Brand Management, 29(4), 213-229. https://doi.org/10.1108/jbm.2021.29405
Martinez, H., Lopez, F., & Ramirez, G. (2019). CRM investment and economic impact: A firm-level analysis. Customer Relationship Journal, 8(1), 35–52.
McNerney, J., Savoie, C., Caravelli, F., Carvalho, V. M., & Farmer, J. D. (2018). How production networks amplify economic growth. Physical Review E, –, –––. (Preprint)
Morgan, R. M., & Hunt, S. D. (1994). The commitment–trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38.
Purbohastuti, A. W., Putri, S. I., Pertiwi, W. N. B., Kusyanto, M. J. W., & Adiwijaya, E. P. (2024). Utilization of technology in MSME marketing strategy through digital media. MOVE: Journal of Community Service and Engagement, 4(1), 29–34. https://doi.org/10.54408/move.v4i1.393
Rachmawati, M., Widagdo, T. H., Sudiyono, S., Nurcahyo, S. A., & Ali, A. (2023). Implementation of digital marketing strategy in MSME development in Candisari Ungaran Village. Jurnal Indonesia Sosial Sains, 4(8), 707–713. https://doi.org/10.59141/jiss.v4i08.863
Revinzky, M. A., Prasetyo, A. R., Agrina, C. R., Dwisanto, R. R., & Farras, J. I. (2025). Influencer marketing and marketplace platforms: Driving online fashion purchase intention through consumer motivation. Journal of Economics, Entrepreneurship, Management Business and Accounting, 3(1), 11–22. https://doi.org/10.61255/jeemba.v3i1.563
Rodriguez, M., & Allen, T. (2017). Product innovation and GDP growth: Cross-country evidence. Innovation and Growth Quarterly, 14(6), 301–320.
Setyawati, A., Sugangga, R., Maula, F. I., & Rahma, A. (2023). Digital marketing business strategy to MSME performance in the Industrial Revolution 4.0 era. Jurnal Entrepreneur dan Entrepreneurship, 12(1), 19–26. https://doi.org/10.37715/jee.v12i1.3459
Setyawati, A., Sugangga, R., Maula, F. I., & Rahma, A. (2023). Digital marketing business strategy to MSME performance in the Industrial Revolution 4.0 era. Jurnal Entrepreneur dan Entrepreneurship, 12(1), 19–26. https://doi.org/10.37715/jee.v12i1.3459
Smith, P., & Johnson, K. (2020). Structural equation modeling in economic research. Econometric Review, 12(3), 220–240.
Smith, R., & Kumar, P. (2023). Economic impacts of pricing decisions in emerging markets. Journal of Economic Perspectives, 41(1), 33-47. https://doi.org/10.1016/j.jep.2023.41001
Sudiantini, D., Sefita, A., Maharani, P. A., Maharani, S., & Febianti, V. (2024). Implementation of digital marketing strategy to increase competitiveness among MSMEs. SENTRI: Jurnal Riset Ilmiah, 3(6), 3021–3027. https://doi.org/10.55681/sentri.v3i6.3002
Sudiantini, D., Sefita, A., Maharani, P. A., Maharani, S., & Febianti, V. (2024). Implementation of digital marketing strategy to increase competitiveness among MSMEs. SENTRI: Jurnal Riset Ilmiah, 3(6), 3021–3027. https://doi.org/10.55681/sentri.v3i6.3002
Tambunan, J. W., Riorini, S. V., Al Kautsar, K., & Putranda, R. A. D. (2024). The effect of social media marketing, mobile marketing, and email marketing on impulsive buying behavior. Jurnal Pendidikan Tambusai, 7(3). https://doi.org/10.31004/jptam.v7i3.11240
Tambunan, J. W., Riorini, S. V., Al Kautsar, K., & Putranda, R. A. D. (2024). The effect of social media marketing, mobile marketing, and email marketing on impulsive buying behavior. Jurnal Pendidikan Tambusai, 7(3). https://doi.org/10.31004/jptam.v7i3.11240
Tashakkori, A., & Teddlie, C. (2010). SAGE Handbook of Mixed Methods in Social & Behavioral Research (2nd ed.). Sage Publications.
Yuland, F. H., Besra, E., & Syafrizal. (2023). The influence of viral marketing digital influencers and online consumer reviews on purchase intention. Enrichment: Journal of Management, 13(2), 743–750. https://doi.org/10.35335/enrichment.v13i2.1339
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Published
2025-09-10
How to Cite
Fadlullah, F., Hermawan, S., Aditya, S., Rahmawati, A. N., & Adriano, C. S. (2025). ANALYSIS OF THE IMPACT OF DIGITAL MARKETING STRATEGIES IN INVESTIGATION ON ECONOMIC GROWTH. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(3), 39-56. https://doi.org/10.31955/mea.v9i3.6208
Section
Articles
Copyright (c) 2025 Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
