Pengaruh Digital Marketing terhadap Keputusan Pembelian Produk Huta Fresh Market

Abstract

This study aims to examine the influence of digital marketing on consumers’ purchasing decisions for products offered by Huta Fresh Market. The research employed a quantitative approach using Structural Equation Modeling-Partial Least Squares (SEM PLS), with a sample of 60 respondents who had previously purchased Huta Fresh Market products. The independent variables include social media, content marketing, SEO, interest, and desire, while the dependent variable is purchasing decision.The findings indicate that digital marketing has a significant effect on purchasing decisions, as shown by an R-square value of 0.705. Among the variables, SEO was found to be the most dominant factor influencing purchasing decisions, followed by social media and content marketing. In contrast, interest and desire did not show a significant impact.These results suggest that digital marketing strategies that emphasize informative and technical aspects are more effective in driving consumer purchasing decisions than emotional-driven factors.