The Effects of Social Media, Email Marketing, Website, Mobile Applications Towards Purchase Intention - Consumer Decisions

Abstract

This study is to understand the effects of digital marketing towards purchase intention that creates consumer decision. Digital marketing strategies that being used in this research consist of email marketing, website, mobile application and social media. Digital marketing is proven to have 71.74% of effect towards purchase intention. Social media (p-value: 0.0004) & website (p-value: 0.0017) are the most effective digital marketing strategies, while newsletter and mobile application don't bring that same effect. Purchase intention is also proven to have effect of 63.18% towards consumer decision.