Digital Marketing Impact on Consumer Decision-Making Process

  • Prosiding Internasional
  • Nizar Alam Hamdani, Rio Muladi, Galih Abdul Fatah Maulani
  • Advances in Economics, Business and Management Research, volume 657 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021), DOI: 10.2991/aebmr.k.220701.031, ISBN : 10.2991/aebmr.k.220701.031 ISSN : 2352-5428


Digital business is a business trend that currently has an impact on changing peoples behavior in doing business. This study aims to discuss the impact of digital marketing on consumer decision-making on the Aerostreet shoe brand. Methods This research uses a quantitative approach involving 58 respondents. The data analysis technique used is simple regression with the help of the SPSS 25 program. The results show that digital marketing has a significant effect on consumer decision-making on the Aerostreet shoe brand. This explains that consumers tend to make purchases using technology in their business. This research is useful for the development of applied theory which states that consumer purchasing decisions in the fashion industry, especially shoes are influenced by digital promotion and marketing processes. The results showed the magnitude of the influence of 56.0%. This research also provides practical benefits for business actors to improve marketing performance by trying to adapt to technology as a promotion or sales strategy. because digital marketing can reach a wider market and is more flexible in terms of time and place.

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