Navigating Consumer Behavior through Digital Marketing: A Study on Tokopedia in the Industry 4.0 Era
Bela Barus (a*), Surahman Surahman (a), Amanda Putri Salsabila (b), Sugeng Hariyadi (a), Armini Ningsih (b), Anggun Regeta Sari (a), Panggih Nugroho (b)

a). Marketing, Innovation and Technology Department
Politeknik Negeri Samarinda
*surahman[at]polnes.ac.id *sugenghariyadi[at]polnes.ac.id
b). Marketing Management Department
Politeknik Negeri Samarinda
*amandaputrisalsabilaa[at]gmail.com

Abstract

This study aims to understand how the influence of digital marketing such as Content Marketing, Influencer Marketing, Sales Promotion and Social Media Marketing and Electronic Word of Mouth has an impact on Purchasing Decisions using the Tokopedia application. This research also explores the moderating role of Customer Engagement and Purchase Intention. This research uses the Structural Equation Modelling (SEM) method. The total sample in this study was 190 respondents using the Simple Random Sampling technique. The complete collected data was analysed using AMOS Analysis of Moment Structure software for hypothesis testing. The results of hypothesis testing obtained are Content Marketing, Influencer Marketing, and Social Media Marketing and Electronic Word of Mouth have a positive and significant effect on Customer Engagement. Content Marketing, Social Media Marketing and Electronic Word of Mouth have a positive and significant effect on Purchase Intention, then Content Marketing and Social Media Marketing have a positive and significant effect on Purchase Decision. The results of this study state that Tokopedia must maintain its Content Marketing and Social Media Marketing strategies.

Keywords: Content Marketing, Influencer Marketing, Sales Promotion, Social Media Marketing, Electronic Word of Mouth, Customer Engagement, Purchase Intention, Purchase Decision

Topic: Digital Industry 4.0