An Analysis of the Influence of Digital Marketing Strategies on Consumer Purchasing Decisions in the Fashion Retail Business in the Post-Pandemic Era
Keywords:
Digital Marketing, Purchasing Decisions, Fashion Retail, Online Promotions, Post-Pandemic ConsumersAbstract
Purpose: This study aims to analyze the influence of digital marketing strategies on consumer purchasing decisions in fashion retail businesses in the post-pandemic era. The primary focus is on identifying which elements of digital strategies significantly influence consumers' purchasing decision-making processes.
Subjects and Methods: This study used a quantitative approach with an explanatory method. The sample consisted of 150 respondents who were consumers who had purchased fashion products online in the past year. Data collection was conducted through a Google Form-based questionnaire. The research instrument included six digital marketing strategy variables: social media content, online advertising, influencer marketing, interactive websites, email marketing, and digital promotions. The data analysis technique used was multiple linear regression, supported by instrument validity and reliability tests.
Results: The results of the study showed that simultaneously, digital marketing strategies significantly influenced consumer purchasing decisions (p < 0.01). Partially, digital promotion, social media content, influencer marketing, and online advertising variables significantly influenced purchasing decisions. Meanwhile, interactive websites and email marketing did not have a significant influence. The adjusted R² value of 0.661 indicates that 66.1% of the variation in purchasing decisions can be explained by the digital marketing strategies used.
Conclusions: Digital marketing strategies have proven to play a crucial role in influencing consumer purchasing decisions in fashion retail businesses post-pandemic. Therefore, companies need to focus their marketing efforts on social media, digital promotions, and collaborations with influencers to effectively and efficiently increase purchase conversions.
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