The Impact of Digital Marketing Strategies on Consumer Purchasing Decisions: A Case Study in the Retail Industry of Karawang
Main Article Content
Abstract
This study aims to analyze the impact of digital marketing strategies on consumer purchasing decisions within the retail industry in Karawang City. Employing a survey method, data were collected from 100 respondents across various demographic backgrounds. The descriptive analysis reveals that social media, email marketing, search engine optimization (SEO), and paid advertising play significant roles in shaping consumer behavior and influencing purchasing decisions. The findings indicate that most respondents use social media daily, with Facebook and Instagram emerging as the most dominant platforms. Email marketing was also found to be effective, although response rates require further improvement. SEO proves to be a key factor, as many consumers rely heavily on product reviews and search results as primary sources of information. Additionally, paid advertisements are perceived to have a moderate influence on purchasing behavior. Regarding purchase frequency, most respondents make online purchases every 2–3 months, with price and product quality being the primary decision-making factors. Based on these results, it is recommended that retail companies in Karawang enhance their digital marketing strategies by focusing on engaging and relevant content on social media, improving personalization in email campaigns, optimizing SEO, and utilizing paid digital advertising effectively. This study provides meaningful insights for business practitioners and marketers seeking to optimize digital marketing to increase conversions and influence consumer decisions in the modern marketplace.
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
Adeoye, I. A., & Okekunle, A. P. (2022). Dietary patterns and associated factors among pregnant women in Ibadan, Nigeria: Evidence from Ibadan pregnancy cohort study. Plos one, 17(9), e0273796.
Ahmed, B., Ahmad, Z., Khatoon, A., Khan, I., Shaheen, N., Malik, A. A., ... & Khan, M. A. (2023). Recent developments and challenges in uranium extraction from seawater through amidoxime-functionalized adsorbents. Environmental Science and Pollution Research, 30(47), 103496-103512.
Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and informatics, 34(7), 1177-1190.
Ali, Y., Sabir, M., Afridi, S., & Ullah, Z. (2024). Pakistan’s circular bio-economy: potential, opportunities and sustainable development. Environment, Development and Sustainability, 1-27.
Arta, D. N. C., Leuhery, F., Abubakar, H., Yusuf, M., & Cakranegara, P. A. (2023). Literature Review: Analisis Hubungan Antara Pelatihan dan Kinerja Karyawan di Sebuah Perusahaan. Management Studies and Entrepreneurship Journal (MSEJ), 4(1), 162-168.
Asifulla, A., & Basha, H. M. (2023). A study on price behavior of crude oil, gold, nifty and India VIX” multivariate analysis. International Journal of Engineering and Management Research, 13(2), 28-35.
Bawm, Z. L., & Nath, R. P. D. (2014, December). A Conceptual Model for effective email marketing. In 2014 17th International Conference on Computer and Information Technology (ICCIT) (pp. 250-256). IEEE.
Blake, T., Nosko, C., & Tadelis, S. (2015). Consumer heterogeneity and paid search effectiveness: A large‐scale field experiment. Econometrica, 83(1), 155-174.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson uk.
Chesnes, M., Dai, W., & Zhe Jin, G. (2017). Banning foreign pharmacies from sponsored search: The online consumer response. Marketing Science, 36(6), 879-907.
De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of interactive marketing, 26(2), 83-91.
Engelbrecht, N., Lembcke, T. B., Brendel, A. B., Bizer, K., & Kolbe, L. M. (2022). The Virtual Online Supermarket. Responsible Consumer Behavior in the Digital Age, 115.
Gahlot, B., & Rani, P. (2023). A Study of Digital Marketing Strategies influencing buying behaviour of e-commerce consumers. RESEARCH REVIEW International Journal of Multidisciplinary, 8(6), 99-103.
Gefen, D. (2000). E-commerce: the role of familiarity and trust. Omega, 28(6), 725-737.
Hariyanto, E., Cahyani, N., Susylawati, E., Long, A. S., Qudsy, S. Z., & Supraptiningsih, U. (2024). The Resistance of Madurese Muslim Society to the Development of Non-Muslim Tourism Objects. Jurnal Ilmiah Peuradeun, 12(1), 27-50.
Hariyanto, E., Cahyani, N., Susylawati, E., Long, A. S., Qudsy, S. Z., & Supraptiningsih, U. (2024). The Resistance of Madurese Muslim Society to the Development of Non-Muslim Tourism Objects. Jurnal Ilmiah Peuradeun, 12(1), 27-50.
Hartemo, M. (2016). Email marketing in the era of the empowered consumer. Journal of Research in Interactive Marketing, 10(3), 212-230.
Isbandi, I., Zatnika, Z., & Triyatna, E. (2023). IMPLEMENTASI TEKNIK SEO (SEARCH ENGINE OPTIMIZATION) UNTUK OPTIMASI WEBSITE PENJUALAN DI LESTARI JAYA MEBEL. EDUSAINTEK: Jurnal Pendidikan, Sains dan Teknologi, 10(3), 1047-1060.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
Kaur, S., & Singh, C. P. (2023). Viscous cosmology in holographic dark energy with Granda–Oliveros cut-off. Communications in Theoretical Physics, 75(2), 025401.
Kaur, S., & Singh, C. P. (2023). Viscous cosmology in holographic dark energy with Granda–Oliveros cut-off. Communications in Theoretical Physics, 75(2), 025401.
Mirwani, P., Karmani, S. T., Acharekar, S. V., Srivastava, A., & Agarwal, M. (2023). Analyzing Effective Digital Marketing Strategies for Online Merchants. European Economic Letters (EEL), 13(3), 701-708.
Miyamoto, R., Okuda, H., Kanai, A., Takahashi, S., Kawamura, T., Matsui, H., ... & Yokoyama, A. (2020). Activation of CpG-rich promoters mediated by MLL drives MOZ-rearranged leukemia. Cell reports, 32(13).
Nguyen, H. N., Dang, T., & Bowe, K. A. (2022). Wordstream maker: a lightweight end-to-end visualization platform for qualitative time-series data. arXiv preprint arXiv:2209.11856.
Nielsen, J., & Loranger, H. (2006). Prioritizing web usability. Pearson Education.
Nurjanah, N., Ninditowati, I., Lestari, D. I., Rahman, F., Hidayat, M. A., & Suyitno, S. (2022). Sosialisasi Kewirausahaan Produk Keju Gulung Dalam Menumbuhkan Usaha Pada Ibu Rumah Tangga. Jurnal Altifani Penelitian dan Pengabdian kepada Masyarakat, 2(2), 138-143.
Poturak, M., & Mulaahmetovic, I. (2022). The impact of corporate social responsibility on customer loyalty and employee satisfaction in Bosnia And Herzegovina. Journal of Global Social Sciences, 3(9), 29-45.
Putri, G. A. M., Fauzi, A., Saputra, F., Danaya, B. P., & Puspitasari, D. (2023). Pengaruh Pengembangan Karier, Budaya Organisasi dan Beban Kerja terhadap Kepuasan Kerja Karyawan (Literature Review MSDM). Jurnal Ekonomi Manajemen Sistem Informasi, 5(2), 99-110.
Rahamathunnisa, U., Subhashini, P., Aancy, H. M., Meenakshi, S., & Boopathi, S. (2023). Solutions for Software Requirement Risks Using Artificial Intelligence Techniques. In Handbook of Research on Data Science and Cybersecurity Innovations in Industry 4.0 Technologies (pp. 45-64). IGI Global.
Roberts, J. L., Golloshi, M., Harding, D. B., Conduah, M., Liu, G., & Drissi, H. (2023). Bifidobacterium longum supplementation improves age‐related delays in fracture repair. Aging Cell, 22(4), e13786.
Rochdiana, F. F., Darmawan, M. R. I., Dewi, N. A., Husna, W. Z., Audina, Z. D., & Arianti, N. D. (2023). The Influence of the use of social media on the intensity of worshipping the millenial generation using linear regression. Khazanah Journal of Religion and Technology, 1(1), 15-19.
Rutz, O. J., Bucklin, R. E., & Sonnier, G. P. (2012). A latent instrumental variables approach to modeling keyword conversion in paid search advertising. Journal of Marketing Research, 49(3), 306-319.
Sabbagh, F. (2021). Email marketing: The most important advantages and disadvantages. Journal of Economics and Technology Research, 2(3), 14-29.
Safrianto, A. S., Herawati, H., & Fauzan, R. (2024). Study of Consumer Behavior on TikTok: Motivations, Preferences, and their Impact on Marketing Trends. Journal of Management, 3(1), 296-309.
Saravanan, P., Palanisamy, K., & Kulandaivelu, S. (2023). Spectroscopic Assessment of Sugarcane Bagasse Mediated Vermicompost for Qualitative Enrichment of A nimal Wastes Elephus maximus and Bos taurus. Waste and Biomass Valorization, 14(7), 2133-2149.
Saravanan, P., Palanisamy, K., & Kulandaivelu, S. (2023). Spectroscopic Assessment of Sugarcane Bagasse Mediated Vermicompost for Qualitative Enrichment of A nimal Wastes Elephus maximus and Bos taurus. Waste and Biomass Valorization, 14(7), 2133-2149.
Satyanarayana, A. V., & Venugopal, K. (2019). The Impact of Reverse Logistics on Quality Improvement in Manufacturing Industry: In Case of Small and Medium Enterprises of Srikakulam, Andhra Pradesh, India. International Journal of Innovative Research and Practices, 7(4).
Schnieders, J., Gbureck, U., Vorndran, E., Schossig, M., & Kissel, T. (2011). The effect of porosity on drug release kinetics from vancomycin microsphere/calcium phosphate cement composites. Journal of Biomedical Materials Research Part B: Applied Biomaterials, 99(2), 391-398.
Smith, M. D., Bailey, J., & Brynjolfsson, E. (2000). Understanding digital markets: review and assessment.
Sterne, J., & Priore, A. (2000). Email marketing: using email to reach your target audience and build customer relationships. John Wiley & Sons, Inc..
Sukandi, A., Sofiati, N. A., & Sudaryo, Y. (2019). Implementasi Digital Marketing Untuk Meningkatkan Kepuasan Nasabah Dan Berdampak Pada Citra Lembaga Perbankan (Suatu Survey Pada Lembaga Perbankan Nasioanal). Bank Negara Indonesia (persero) Tbk. Sosiohumaniora-Jurnal Ilmu-ilmu Sosial dan Humaniora, 21(3), 355-364.
Tan, Y., Chen, H., Gou, X., Fan, Q., & Chen, J. (2023). Tumor vaccines: Toward multidimensional anti-tumor therapies. Human Vaccines & Immunotherapeutics, 19(3), 2271334.
Tapia-Bonifaz, A. G., Santillán-Castillo, J. R., & Vallejo-Chávez, L. M. (2023). The digital marketing on the purchase decisions. Espirales Revista Multidisciplinaria de investigación, 7(44).
Tlapana, T. P., Ntobaki, P. P., & Hawkins-Mofokeng, R. H. (2023). The impact of social media marketing on consumer brand selection: a case of Durban customers. CBR: Consumer Behavior Review, 7(1), 2.
Tlapana, T. P., Ntobaki, P. P., & Hawkins-Mofokeng, R. H. (2023). The impact of social media marketing on consumer brand selection: a case of Durban customers. CBR: Consumer Behavior Review, 7(1), 2.
Veronica, V., & Lady, L. (2023). Analisis Green Purchase Intention dengan Online Review Sebagai Intervening. Management Studies and Entrepreneurship Journal (MSEJ), 4(2), 1968-1981.