THE EFFECT OF DIGITAL MARKETING INNOVATION AND BRAND TRUST ON CONSUMER PURCHASE INTENTION
Keywords:
digital marketing, marketing innovation, brand trust, brand image, consumer purchase interest, Systematic Literature Review (SLR)Abstract
This study aims to analyze the influence of digital marketing innovation and brand trust on consumer purchase intention based on previous research results. The study uses the Systematic Literature Review (SLR) method by following PRISMA steps. Literature was obtained through Google Scholar using keywords related to digital marketing, digital marketing innovation, brand trust, and purchase intention, with a publication range of 2021–2026. Articles were selected based on topic relevance, variables, objects, and information feasibility until relevant articles were obtained for narrative and thematic analysis. The review results show that digital marketing innovation, Especially through content marketing and social media marketing, it tends to increase consumer attention and purchase interest. Trust and brand image also play an important role because they can strengthen consumer confidence and act as a bridge between digital marketing activities and purchase interest. In addition, price, product quality, and economic conditions can either strengthen or weaken consumer interest. These findings show that digital strategies will be more effective if supported by credible communication, product quality, and building brand trust.
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Copyright (c) 2026 Mirabel Nabila Istiqomah, Nur Vianti Lailatus Sifa, Maya Febianti, Aqil Permana Putra, Mila Hariani
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