The Influence of Digital Marketing on Consumer Purchase Decisions through Relationship Marketing

Muhammad Awaluddin

doi:10.55927/ijabm.v4i4.506

Authors

Muhammad Awaluddin Universitas Telkom

DOI:

https://doi.org/10.55927/ijabm.v4i4.506

Keywords:

Digital Marketing, Relationship Marketing, Consumer Purchase Decision, MSMEs

Abstract

This study aims to examine the effect of digital marketing on consumer purchase decisions, with relationship marketing as a mediating variable. A quantitative approach was applied using PLS-SEM analysis, based on data from 100 consumers of poultry-based MSMEs in West Java. The results indicate that digital marketing significantly influences relationship marketing (β = 0,747) and purchase decisions (β = 0,209). Relationship marketing also shows a strong effect on purchase decisions (β = 0,589) and partially mediates the influence of digital marketing (indirect effect β = 0,440). These findings highlight the importance of integrating digital strategies with long-term relationship-building efforts to strengthen consumer loyalty and purchase behavior

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