Eka Putri Wulandari*

Fakultas Ekonomi dan Bisnis, Universitas Pembangunan Nasional “Veteran” Jawa Timur 

Dyah Isyana Lastri 

Fakultas Ekonomi dan Bisnis, Universitas Pembangunan Nasional “Veteran” Jawa Timur 

DOI: https://doi.org/10.19184/bisma.v20i2.60090

ABSTRACT 

This study aims to analyze the influence of digital transformation and marketing innovation on consumer behavior, customer satisfaction, and business competitiveness in the financial services sector. A Systematic Literature Review (SLR) approach was employed using the Scopus database and PRISMA guidelines to screen 3,334 documents published between January 2021 and August 2025, resulting in 235 articles for in-depth analysis. Data were analyzed using bibliometric and descriptive methods with VOSviewer software to identify research clusters, keyword relationships, and thematic developments. The results reveal four main clusters: consumer behavior change due to digital transformation, customer satisfaction in digital banking, efficiency and sustainability through fintech, and innovation and marketing strategies based on digitalization. Digital transformation is shown to be not merely a technological process but also a social and strategic phenomenon affecting consumer adoption, service quality, and business innovation. This study provides valuable insights for financial institutions and policymakers to design sustainable and customer-oriented digital strategies 

Keywords: consumer behavior, digital transformation, financial services, marketing innovation