Does digital marketing affect Millennial purchase decision in Covid-19 situation?
Tika Koeswandi (a*), Lili Adi Wibowo (b), Mira Nurfitriya (a)

(a) Entrepreneurship Study Program, Universitas Pendidikan Indonesia, Dr. Setiabudi Street No.229, Bandung, West Java, Indonesia, 40154
*tikakoeswandi[at]upi.edu

(b) Business Education, Universitas Pendidikan Indonesia, Dr. Setiabudi Street No.229, Bandung, West Java, Indonesia, 40154

Abstract

This study aims to figure out how digital marketing affect the millennial purchase decision in Indonesia during Covid-19 era. This study is a descriptive-quantitative that involved 100 millennial costumers in West Java, Indonesia, as sample who had social media and purchased at least once in fashion sector of Small Medium Enterprises (SMEs). The data were collected through survey questionnaire and interviewed through google meeting. The data were analysed through simple regression using SPSS. The results of this study show t-count 3.211> table 1.984 with sig. equal to 0,000 which means that the variable of digital marketing has a positive and partially gives high significant effect to the millennial purchase decision. This implies that the more intense digital marketing is applied in Covid-19 situation, the more influence receives by millennial to do a purchase decision.

Keywords: Digital Marketing, Millennial, Purchase Decision, Covid-19

Topic: Marketing Management