Impact of Digital Marketing on Customers Purchase Decision
Bella Nisa Rachmawati, Ratih Hurriyati, Hilda Monoarfa

Universitas Pendidikan Indonesia

Abstract

Digital marketing is one of elements used as a tool for company marketing their products toward customers through online media to make a purchase. This research aims to examines the impact of digital marketing on customers purchase decision. This research methods is quantitative verificative descriptive. As for the sampling used is non-probability sampling with simple random sampling type. The study was conducted by administering a questionnaire to a sample of 50 respondents of Shopee customers. The results of the survey are analyzed using simple regression analysis. Findings indicate that the digital marketing has a significant positive impact on customers purchase decision where the contribution of 65.8% the rest of 34.2% is the influence of other factors. As the world moving towards digital era, the digital channels plays vital role in increase of sales of any firm^s products. So the present study made an attempt to reveal the impact of digital marketing on customers purchase decision.

Keywords: digital marketing, purchase decision, social media marketing, e commerce

Topic: Marketing Management