Analisis Pengaruh Digital Marketing Mix Terhadap Keputusan Pembelian Konsumen: Studi Empiris pada Industri E-Commerce di Indonesia
DOI:
https://doi.org/10.58344/locus.v4i8.4728Keywords:
digital marketing mix, purchasing decision, e-commerceAbstract
Digital transformation has revolutionized traditional marketing paradigms into digital marketing mix that influences consumer purchasing decisions in e-commerce. This study analyzes the influence of digital marketing mix on consumer purchasing decisions in the Indonesian e-commerce industry. Quantitative methodology with cross-sectional survey design was applied to 2,850 active e-commerce platform consumer respondents from five major Indonesian metropolitan areas. Research instruments utilized structured questionnaires with 5-point Likert scale analyzed through Structural Equation Modeling (SEM). Research findings indicate that digital marketing mix significantly influences purchasing decisions with 74.2% explanatory power. Digital place dimension demonstrates the highest path coefficient (?=0.691), followed by digital product (?=0.624), digital price (?=0.573), and digital promotion (?=0.548). System security emerges as the dominant factor with 0.894 impact index, while customer satisfaction serves as partial mediator (?=0.234). Findings confirm that synergistic integration of digital marketing mix creates holistic ecosystem facilitating purchase conversion optimization within Indonesian e-commerce context.
References
Adellia, A., & Abdillah, L. A. (2020). Analisis Kualitas Layanan Website E-Commerce Bukalapak Terhadap Kepuasan Pengguna Mahasiswa Universitas Bina Darma Menggunakan Metode Webqual 4.0. Journal of Software Engineering Ampera, 1(3), 144–159. https://doi.org/10.51519/journalsea.v1i3.52
Alamsyah, A., Laksmiani, N., & Rahimi, L. A. (2020). A core of e-commerce customer experience based on conversational data using network text methodology. International Journal of Business, 23(3), 284–292.
Alamsyah, A., Sofyan, E., & Nabila, T. H. (2020). Measuring Marketing Communications Mix Effort Using Magnitude Of Influence And Influence Rank Metric. The 7th Smart Collaboration for Business in Technology and Information Industry.
Alfiana, N., Miftitah, F. A. N., Sujianto, A. E., & Mashudi. (2023). Pengaruh Digital Marketing Terhadap Keputusan Pengunjung Rumah Ibadah (Studi Kasus: Masjid Ar-Rahman Blitar). Jurnal Teknologi Dan Manajemen Industri Terapan (JTMIT), 2(2), 144–149.
Ardhitama, C., & Asakdiyah, S. (2025). Pengaruh Marketing Mix (7P) Terhadap Keputusan Pembelian Konsumen Poin Café & Eatery di Bantul. Journal Scientific of Mandalika (Jsm), 6(5), 2809–0543.
Gunawan, A., Sumarwan, U., Yuliati, L. N., & Jahroh, S. (2022). Cross-Channel Behavior in Indonesia: Are Omnichannel Shoppers More Loyal than Multichannel Shoppers? Binus Business Review, 13(3), 285–292. https://doi.org/10.21512/bbr.v13i3.8526
Huda, N., Ayu, D., & Septyarini, R. (2024). Outlook Ekonomi Digital 2025. Center of Economic and Law Studies (Celios), 1–94. www.celios.co.id
Junaidi. (2021). Aplikasi AMOS dan Structural Equation Modeling (SEM). In UPT Unhas Press.
Kamil, M. R., Harahap, I., & Nasution, J. (2025). Pengaruh Marketing Mix Terhadap Perilaku Konsumen Generasi Z Dalam Pembelian Fashion Muslim. Journal of Business and Economics Research (JBE), 6(1), 141–153. https://doi.org/10.47065/jbe.v6i1.6915
Kholifah, M. N., Wiyadi, W., Saputro, E. P., & Sholahuddin, M. (2023). Pengaruh Marketing Mix terhadap Keputusan Pembelian Online Pasca Pandemi Covid-19 Dimediasi Kepercayaan Pelanggan. Borobudur Management Review, 3(1), 62–88. https://doi.org/10.31603/bmar.v
Mastuti, D. N., Sofiati, N. A., Suhendra, A., Prayoga, R., & Arianty, K. P. (2024). Digital Business Ecosystem: Strategy, Technology, E-Commerce and Consumer Analysis. Siber Internatioal Journal of Digital Business (SIJDB), 2(1), 89–103. https://doi.org/https://doi.org/10.38035/sijdb.v2i2
Nagy, S., & Hajdú, G. (2021). The relationship between content marketing and the traditional marketing communication tools. Észak-Magyarországi Stratégiai Füzetek, XVIII, 110–119.
Pitri, T., Firmansyah, I., Rijanto, R., & Firmansyah, D. (2025). The Evolving Marketing Mix in the Digital Age and Customer Mix: How Does It Affect Purchase Intention? International Journal of Business, Law, and Education, 6(1), 345–361. https://doi.org/10.56442/ijble.v6i1.1003
Sofya, A., Novita, N. C., Afgani, M. W., & Isnaini, M. (2024). Metode Survey: Explanatory Survey dan Cross Sectional dalam Penelitian Kuantitatif. Edu Society: Jurnal Pendidikan, Ilmu Sosial, Dan Pengabdian Kepada Masyarakat, 4(3), 1695–1708.
Zaini, M. (2024). The Role of Marketing Mix, Market Share and E-Commerce on Business Management. Dinasti International Journal of Management Science, 6(2), 232–243. https://doi.org/10.38035/dijms.v6i2.3567
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Andrie Ch. Salhuteru, Harold Hursepuny
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International (CC-BY-SA). that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
