Indonesian Journal of Law and Economics Review
Vol 19 No 3 (2024): August
Marketing Management

Digital Marketing's Impact on Consumer Choices
Dampak Pemasaran Digital terhadap Pilihan Konsumen


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  • Lilik Indayani*,
  • Nur Laili Maulidiyah
*
Nur Laili Maulidiyah
Program Studi Manajemen, Universitas Muhammadiyah Sidoarjo, Indonesia, Indonesia

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/ijler.v19i3.1147
Published June 24, 2024
Keywords
  • Digital marketing,
  • product innovation,
  • brand awareness,
  • consumer purchasing decisions,
  • Indonesian Iced Tea
How to Cite
Indayani, L., & Maulidiyah, N. L. (2024). Digital Marketing’s Impact on Consumer Choices. Indonesian Journal of Law and Economics Review, 19(3), 10.21070/ijler.v19i3.1147. https://doi.org/10.21070/ijler.v19i3.1147

Copyright (c) 2024 Lilik Indayani, Nur Laili Maulidiyah

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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Abstract

In the digital era, internet advancements have significantly enhanced efficiency in the tea beverage business. This study investigates the impact of digital marketing strategies, product innovation, and brand awareness on consumer purchasing decisions for Indonesian Iced Tea products. Using a quantitative approach and data from 96 respondents selected via the Lemeshow formula, multiple linear regression analysis revealed that all three variables significantly influence purchasing decisions. These findings highlight the critical role of digital marketing, innovation, and brand awareness in driving consumer choices, offering valuable insights for marketers to enhance their strategies.

 

Highlight:

  • Digital marketing significantly boosts consumer purchasing decisions.
  • Product innovation is essential for market competitiveness.
  • Strong brand awareness influences consumer choices.

 

 

Keyword:  Digital marketing, product innovation, brand awareness, consumer purchasing decisions, Indonesian Iced Tea

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