Pengembangan Strategi Pemasaran yang Berbasis Komunikasi Digital dalam Keputusan Pembelian Konsumen

Abstract

This research aims to analyze the development of marketing strategies based on digital communication in purchasing decisions. This study uses a qualitative approach with a case study design to explore how digital communication strategies through social media affect consumer purchasing decisions. Based on the results of the research that has been conducted, it can be concluded that social media plays a significant role in consumer purchasing decisions, the effectiveness of digital communication strategies, and the development of customer loyalty. The study confirms that to achieve an effective digital communication strategy, businesses must consider various factors, such as the type of content, customer engagement, influencer utilization, and the selection of social media platforms that suit the characteristics of the target market.