Personalisasi Nilai Pelanggan dalam Pemasaran Digital: A Systematic Literature Review Perspective from Customer Value Theory

Authors

  • Dassucik Dassucik STKIP PGRI Situbondo, Jawa Timur
  • Ahmad Hafas Rasyidi STKIP PGRI Situbondo, Jawa Timur
  • Siti Mujanah Universitas 17 Agustus 1945 Surabaya, Jawa Timur
  • Abdul Halik Universitas 17 Agustus 1945 Surabaya, Jawa Timur
  • Nur Azizah STKIP PGRI Situbondo

DOI:

https://doi.org/10.29408/jpek.v9i1.29090

Keywords:

Pemasaran Digital, Personalisasi, Nilai Pelanggan, Loyalitas Pelanggan;, Ekuitas Merek, Teknologi, Etika Data, AI, Big Data, Blockchain, AR

Abstract

Digital marketing has evolved rapidly with advancements in technologies such as artificial intelligence (AI), big data analytics, and machine learning. One of the main innovations in digital marketing is personalization, which refers to tailoring messages, offers, and customer experiences based on individual preferences, behaviors, and past interactions with brands. This study aims to analyze how personalization in digital marketing influences customer perceived value, using the Customer Value Theory as the analytical framework. Through a Systematic Literature Review (SLR), this research identifies the relationship between personalization and customer value across functional, emotional, and social dimensions, as well as how it impacts customer loyalty and brand equity. The study also highlights challenges related to the ethical use of data and the long-term impact of personalization on customer loyalty. Based on these findings, further research is needed to explore variations in responses to personalization influenced by culture and demographics, and to examine the role of new technologies like AI, AR (augmented reality), and blockchain in enhancing customer experiences.

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Published

2025-04-07

Issue

Vol. 9 No. 1 (2025): JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan)

Section

Articles

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Copyright (c) 2025 Dassucik Dassucik, Ahmad Hafas Rasyidi, Siti Mujanah, Abdul Halik, Nur Azizah

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