Strategi Pemasaran Digital untuk Merek Smartphone Mewah: Tinjauan Literatur Sistematis
DOI:
https://doi.org/10.51903/e-bisnis.v18i2.3078Keywords:
First keyword; Second keyword; Third keyword; Fourth keyword; Fifth keyword;Abstract
The development of digital technology has driven major changes in global marketing strategies, especially in the luxury smartphone industry, which competes not only through technological features but also through brand image and exclusivity. This study aims to systematically analyze various digital marketing strategies implemented by luxury smartphone brands through a Systematic Literature Review (SLR) approach to build brand image. In this study, researchers identified, evaluated, and synthesized 70 related articles, which were filtered into 15 main articles based on inclusion and exclusion criteria between 2020 and 2025. The analysis results show that digital marketing strategies such as influencer marketing, search engine optimization (SEO), visual content on social media, and the use of augmented reality (AR) and virtual reality (VR) technologies have proven effective in increasing brand awareness, customer loyalty, and sales conversion. However, the study also uncovered key challenges faced by companies in maintaining exclusivity and premium experiences through mass and open digital channels. This study recommends that luxury smartphone brands integrate data-driven personalization approaches and build strong and authentic brand narratives across various digital platforms to maintain a competitive position in the premium segment. The practical implications of this study can serve as a reference for marketers and decision-makers in designing targeted and sustainable digital strategies. This research also contributes to the development of digital marketing literature, especially in the technology and luxury goods sectors. The results of this study provide guidelines for marketers to optimize digital strategies to improve image and customer loyalty in the luxury segment.
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