Digital Marketing Impact on Consumer Decision-Making Process Nizar Alam Hamdani- Galih Abdul Fatah Maulani- Rio Muladi
Universitas Garut
Abstract
This study discusses digital marketing impact on consumer decision-making in Aerostreet^s shoe brand. This study was a causal research design and involved 58 respondents. The data analysis technique used was simple regression with the SPSS 25. The results of the study indicated that digital marketing significantly influenced consumer decision-making in Aerostreet^s shoe brand. This implied that consumers tended to make purchases when companies utilized the technology in their promotions and sales. This study is beneficial to the development of the applied theory which claims that consumer purchasing decisions in the apparel industry especially in shoes are influenced by digital promotion and sales processes. The results showed that the magnitude of the effect was 56.0%. This research also gives practical benefits for business actors to improve marketing performance by trying to adapt to technology as promotion or sales strategies.
Keywords: Digital Marketing- Purchase Intention- Technology- E-Commerce
Topic: Innovation, IT Management, Operations and Supply Chain Management
