The Influence of Digital Marketing and Promotional Content on Purchasing Decisions PT. Tanjungwangi Makmur Sentosa
DOI:
https://doi.org/10.65310/cv1hvp49Keywords:
Digital Marketing, Promotional Content, Purchasing Decisions, Consumer Behavior, Digital RetailingAbstract
This study investigates the effects of digital marketing and promotional content on consumer purchasing decisions at PT. Tanjungwangi Makmur Sentosa through Vinyard.com. A quantitative causal design was employed using data collected from 100 consumers selected through purposive sampling. The research variables comprised digital marketing, promotional content, and purchasing decisions, measured using a five-point Likert scale and analyzed through multiple linear regression with SPSS version 25. The findings show that digital marketing has a positive and significant effect on purchasing decisions, with a regression coefficient of 0.391, t = 4.296, and p = 0.000. Promotional content also has a positive and significant effect, with a coefficient of 0.407, t = 4.363, and p = 0.000. Simultaneously, both variables significantly influence purchasing decisions, as indicated by F = 69.502 and p = 0.000. The model explains 58.9% of the variance in purchasing decisions, while 41.1% is attributable to other factors. These results confirm the strategic importance of integrating effective digital marketing with informative, attractive, and relevant promotional content to strengthen consumer purchasing decisions within an increasingly competitive and digitally mediated retail environment.
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