DIGITAL MARKETING DAN PERILAKU KONSUMEN PANGAN PADA ERA PLATFORM ONLINE: PERAN INFORMASI DAN KOMUNIKASI PEMASARAN

Abstract

The development of digital technology has transformed marketing activities and consumer behavior in obtaining and selecting food products. Online platforms and social media enable businesses to deliver product information more widely, rapidly, and interactively. At the same time, consumers face increasing amounts of information that must be evaluated before making purchasing decisions. This article aims to analyze the role of digital marketing, information quality, and marketing communication in shaping food consumer behavior in the online platform era. The study employs a narrative literature review by integrating the main source material on digital marketing, information, communication, and marketing communication with previous studies on food consumer behavior in digital platforms. The review indicates that digital marketing functions not only as a promotional medium but also as a means of information provision, interaction, education, customer service, and relationship building. Accurate, relevant, complete, timely, and understandable information assists consumers in evaluating food products. Interactive marketing communication contributes to consumer trust, satisfaction, and repurchase tendency. Therefore, digital marketing strategies for food businesses should integrate information quality, two-way communication, customer experience, and consistent use of online platforms.