Digital Marketing Impact on Consumer Decision-Making Process

DOI

10.2991/aebmr.k.220701.031How to use a DOI?

Keywords

Digital Marketing; Purchase Intention; Technology; E-Commerce

Abstract

Digital business is a business trend that currently has an impact on changing people’s behavior in doing business. This study aims to discuss the impact of digital marketing on consumer decision-making on the Aerostreet shoe brand. Methods This research uses a quantitative approach involving 58 respondents. The data analysis technique used is simple regression with the help of the SPSS 25 program. The results show that digital marketing has a significant effect on consumer decision-making on the Aerostreet shoe brand. This explains that consumers tend to make purchases using technology in their business. This research is useful for the development of applied theory which states that consumer purchasing decisions in the fashion industry, especially shoes are influenced by digital promotion and marketing processes. The results showed the magnitude of the influence of 56.0%. This research also provides practical benefits for business actors to improve marketing performance by trying to adapt to technology as a promotion or sales strategy. because digital marketing can reach a wider market and is more flexible in terms of time and place.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

Download article (PDF)

TY  - CONF
AU  - Nizar Alam Hamdani
AU  - Rio Muladi
AU  - Galih Abdul Fatah Maulani
PY  - 2022
DA  - 2022/07/12
TI  - Digital Marketing Impact on Consumer Decision-Making Process
BT  - Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021)
PB  - Atlantis Press
SP  - 153
EP  - 158
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220701.031
DO  - 10.2991/aebmr.k.220701.031
ID  - Hamdani2022
ER  -