Pricing Strategy in Digital Marketing: A Systematic Review of the Value-Based Approach

Octaviani Putri Dita Arumsari; Vidya Damayanti; Rizki Amalia Utami; Titis Shinta Dewi

doi:10.55927/eajmr.v5i3.46

Authors

Octaviani Putri Dita Arumsari Universitas Negeri Malang
Vidya Damayanti Universitas Negeri Malang
Rizki Amalia Utami Universitas Negeri Malang
Titis Shinta Dewi Universitas Negeri Malang

DOI:

https://doi.org/10.55927/eajmr.v5i3.46

Keywords:

Pricing strategy, Digital marketing, Perceived value, Value-based pricing, Systematic Literature Review

Abstract

This study systematically examines the implementation of value-based pricing (VBP) in digital marketing and identifies persisting theoretical and empirical gaps. Utilizing a Systematic Literature Review (SLR) guided by PRISMA, 30 selected scholarly articles from the Scopus database (2020–2025) were analyzed based on specific inclusion criteria. The findings are categorized into five main themes: the centrality of perceived value, integration of technology and AI, organizational capabilities, differences in implementation between B2B and B2C contexts, and sector-specific characteristics. The review also reveals methodological and contextual limitations, as well as the absence of an integrative model that digitally aligns value and price. This study extends the theoretical framework of value-based pricing and offers strategic guidance for designing adaptive digital pricing systems rooted in consumer perception. Future research recommendations focus on the integration of ethics, fairness, and predictive technology into pricing algorithms.

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