DIGITAL MARKETING STRATEGY AND DECISIONSCONSUMER PURCHASES

Abstract

This study aims to analyze the role of digital marketing strategies in influencing consumer purchasing decisions in the context of an increasingly digitalized business environment. The approach used is a quantitative explanatory method with a survey of consumers who have experience interacting with digital platforms before making a purchase. Data were collected through a structured questionnaire and analyzed using inferential statistical techniques to test the relationship between variables. The results show that digital marketing strategies have a positive influence on consumer purchasing decisions, both directly and through the formation of consumer perceptions such as trust and perceived value. These findings indicate that the quality of digital content, communication interactivity, and ease of access to information are important factors in encouraging consumers to make purchasing decisions. Furthermore, the results also show that the digital environment strengthens the role of consumers as active actors in the decision-making process, especially through access to information and reviews from other users. The impact of this research lies in its contribution to enriching marketing management studies, particularly in understanding the dynamics of consumer behavior in the digital era, as well as providing practical implications for companies in designing more effective and consumer-oriented digital marketing strategies