Transformation of Consumer Buying Behavior in the Digital Era: A Review

This article examines changes in consumer purchasing behavior in the digital era driven by technological advancements, social transformation, and the increasing role of digital media in decision-making processes. The research aims to understand the dynamics, determinants, and implications of modern consumer behavior. The method used is a qualitative literature review by thematically analyzing various academic sources. The results show that consumer preferences and decisions are now strongly influenced by personalization, online social interaction, and digital reviews (e-WOM), with consumers becoming more active, critical, and experience-based. Psychological, social, cultural, and technological factors interact to shape new behaviors. The implication is that companies need to adopt data-driven marketing strategies, customer experience, and digital innovation to enhance competitiveness and relevance in a dynamic business ecosystem.