PENGARUH PROMOSI DIGITAL TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA ERA EKONOMI DIGITAL

Abstract

The rapid development of information and communication technology has brought significant changes to economic activities, particularly in the field of marketing. In the digital economy era, digital promotion has become a widely used strategy for businesses to reach consumers through various platforms such as social media, websites, marketplaces, and digital applications. This study aims to analyze the influence of digital promotion on consumer purchasing decisions in the digital economy era. The research employs a literature review (library research) method with a descriptive quantitative approach. The data were collected from secondary sources, including scientific journals, books, articles, conference proceedings, and previous studies relevant to the research topic. Data collection was conducted through documentation and literature review, while the analysis used descriptive methods by identifying, comparing, and synthesizing findings from previous studies. The results indicate that digital promotion has a significant influence on consumer purchasing decisions. Easy access to information, attractive promotional content, interactive digital communication, and the use of influencers are able to increase consumer interest and trust in products. Furthermore, digital promotion enables companies to reach broader markets effectively and efficiently. Therefore, digital promotion plays an important role in influencing consumer behavior and purchasing decisions in the digital economy era while contributing to the improvement of business competitiveness.