BEHAVIORAL CONSUMER ORIENTATION: REKONSEPTUALISASI MANAJEMEN PEMASARAN STRATEGIS DI ERA KONSUMEN DIGITAL
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2026-07-27Downloads
Abstract
Digital transformation has significantly reshaped consumer behavior, requiring organizations to reconstruct the paradigm of strategic marketing management. The established concepts of Market Orientation and Customer Orientation, which have long served as the foundation of marketing strategy, are no longer sufficient to explain the dynamic nature of consumer behavior influenced by social media, artificial intelligence, big data, and platform-based economies. This study aims to develop the concept of Behavioral Consumer Orientation (BCO) as a new paradigm in strategic marketing management that positions consumer behavioral dynamics as the primary foundation for formulating, implementing, evaluating, and continuously refining marketing strategies. The study employs a qualitative approach using a conceptual paper design through a narrative literature review and conceptual analysis of theories related to consumer behavior, Market Orientation, Customer Orientation, Dynamic Capabilities, and digital marketing. The findings propose a conceptual framework of Behavioral Consumer Orientation consisting of four key dimensions: Behavioral Sensing, Behavioral Interpretation, Behavioral Adaptation, and Behavioral Innovation. These dimensions collectively enable organizations to detect changes in consumer behavior, interpret the underlying drivers of those changes, adapt marketing strategies proactively, and develop innovations aligned with evolving consumer needs. The proposed BCO framework extends the traditional marketing paradigm from a market- and customer-oriented perspective toward a behavior-oriented strategic approach, positioning consumer behavioral dynamics as a sustainable source of competitive advantage. Theoretically, this article contributes by introducing a novel conceptual construct that integrates consumer behavior theory, strategic marketing management, and Dynamic Capabilities. Practically, the BCO framework provides organizations with a strategic foundation for designing adaptive, predictive, and sustainable marketing strategies in an increasingly dynamic digital business environment.
Keywords:
Behavioral Consumer Orientation Strategic Marketing Management Consumer Behavior Digital Transformation Dynamic CapabilitiesReferences
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