LITERATURE REVIEW: ANALISIS PERILAKU KONSUMEN DALAM PENGAMBILAN KEPUTUSAN PEMBELIAN PRODUK LOKAL DI ERA DIGITAL
Keywords:
Consumer Behavior, Local Product, Digital Era, Digital Marketing, Purchasing Decision.Abstract
This study looks at what influences people's choices when buying local products in the digital age. It uses a qualitative descriptive method, based on reviewing existing literature and studies about how people behave as consumers, digital marketing, and strategies for developing local products. The research shows that digital technology has greatly changed how people, especially younger ones, find information and decide to buy. The main things that affect their choices are how much something costs, the pride people feel in buying local products, how easy it is to get them online, and special deals or discounts. Also, the reputation of a brand and the quality of the product are important in building trust and keeping customers loyal to local brands. Even though digital tools offer a lot of chances, many local businesses in Indonesia are not making full use of big online platforms and marketplaces. Because of this, it's important to use good digital marketing strategies to improve the image and make local products more competitive in both national and international markets.
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