Pengaruh Digital Marketing terhadap Keputusan Pembelian Konsumen di Era E-Commerce
DOI:
https://doi.org/10.56473/bisma.v6i1.169Keywords:
Digital Marketing, Keputusan Pembelian, E-CommerceAbstract
Penelitian ini bertujuan mengevaluasi pengaruh digital marketing terhadap keputusan pembelian konsumen di era e-commerce. Strategi yang diteliti meliputi media sosial, iklan digital, email marketing, dan influencer. Pendekatan kuantitatif digunakan dengan penyebaran kuesioner kepada konsumen e-commerce. Hasil penelitian menunjukkan bahwa digital marketing berpengaruh positif dan signifikan terhadap keputusan pembelian (R² = 0,612; p < 0,05). Penerapan digital marketing yang intensif meningkatkan minat, kepercayaan, dan loyalitas konsumen terhadap merek. Temuan ini menegaskan pentingnya strategi digital yang adaptif dan personal untuk meningkatkan keputusan pembelian. Secara praktis, perusahaan e-commerce perlu mengoptimalkan interaksi digital berbasis personalisasi guna memperkuat keterlibatan pelanggan
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