Digital Marketing Strategies and Consumer Purchase Decisions in Post-Pandemic Fashion Retail

Abstract

Purpose: This study aims to examine the influence of digital marketing strategies on consumer purchasing decisions in the fashion retail industry during the post-pandemic era. The research investigates the effectiveness of various digital marketing approaches—such as social media marketing, email campaigns, influencer marketing, search engine optimization (SEO), and mobile marketing—in shaping consumer behavior and preferences in a highly digitized, post-COVID-19 consumer landscape.

Subjects and Methods: Employing a quantitative descriptive-inferential design, this study analyzed primary data collected through structured questionnaires distributed to 400 fashion retail consumers across major urban centers in Indonesia. The sampling technique used was purposive sampling, targeting active online fashion shoppers. The analysis involved descriptive statistics, Pearson correlation, and multiple linear regression to determine the strength and direction of the relationships between digital marketing variables and consumer purchasing decisions.

Results: The findings reveal that social media marketing and influencer endorsements exert the strongest positive influence on purchasing decisions, followed by mobile marketing. Email campaigns and SEO strategies demonstrated moderate effects. Regression analysis confirmed the statistical significance of these variables, with social engagement and perceived authenticity emerging as key psychological mediators of consumer trust and intent to purchase.

Conclusions: The study concludes that digital marketing strategies are critical drivers of consumer decisions in the post-pandemic fashion retail market. To remain competitive, fashion brands must prioritize integrated, consumer-centric digital campaigns that align with shifting preferences and digital consumption patterns.