Published: 2026-03-09

Digital Marketing 4.0 and Its Role in Enhancing E-Commerce Competitiveness: Evidence from Coffee Shop Businesses in Indonesia

DOI: 10.35870/ijmsit.v6i1.6537

Arnolt Kristian Pakpahan, Ayu Ekasari, Verrel Rhein Indra Setiawan
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Abstract

The development of digital technology has significantly transformed the modern marketing landscape, particularly in the era of Industry 4.0 characterized by high connectivity and the adoption of digital platforms. This study aims to analyze the role of Digital Marketing 4.0 strategies in enhancing the e-commerce competitiveness of coffee shop businesses in Indonesia. The research employs a qualitative descriptive approach using a case study method. Data were collected through digital observations of social media and e-commerce activities, in-depth interviews with coffee shop owners and marketing practitioners, and documentation analysis involving 50 coffee business owners operating across several Indonesian cities. The findings indicate that the implementation of data-driven digital marketing strategies, customer interactivity, and personalized content significantly strengthens brand engagement, improves customer loyalty, and expands market reach. The study highlights that Digital Marketing 4.0 is not merely a technological tool but a strategic approach for creating sustainable competitive advantage for coffee businesses in the digital economy. These findings provide practical insights for small and medium-sized enterprises seeking to leverage digital platforms to improve competitiveness.

Keywords

Digital Technology ; Internet of Things ; e-Commerce ; Coffee Shop ; Digital Channels

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How to Cite

Pakpahan, A. K., Ekasari, A., & Setiawan, V. R. I. (2026). Digital Marketing 4.0 and Its Role in Enhancing E-Commerce Competitiveness: Evidence from Coffee Shop Businesses in Indonesia. International Journal of Management Science and Information Technology, 6(1), 165-171. https://doi.org/10.35870/ijmsit.v6i1.6537
Article Information

This article has been peer-reviewed and published in the International Journal of Management Science and Information Technology. The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 6 No. 1 (2026)

  • Section: Articles

  • Published: %750 %e, %2026

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Author Biographies
Arnolt Kristian Pakpahan
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Department of Management, Universitas Trisakti, West Jakarta City, Special Capital Region of Jakarta, Indonesia

Ayu Ekasari
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Department of Management, Universitas Trisakti, West Jakarta City, Special Capital Region of Jakarta, Indonesia

Verrel Rhein Indra Setiawan
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Department of Global Business Management, University of Northampton, Northamptonshire, United Kingdom

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