THE EFFECT OF DIGITAL MARKETING STRATEGIES ON CONSUMER PURCHASE DECISIONS ON E-COMMERCE PLATFORMS IN INDONESIA

Abstract

The rapid growth of e-commerce has transformed digital marketing from a promotional function into a strategic capability that significantly influences consumer purchasing behavior. This study aims to examine the effect of digital marketing strategies on consumer purchase decisions on e-commerce platforms in Indonesia using a qualitative library research approach. Data were collected from scholarly publications and analyzed through qualitative content analysis and interpretative analysis to identify recurring themes and conceptual relationships. The findings indicate that digital marketing strategies influence consumer purchase decisions through five interconnected dimensions: customer engagement, consumer trust, personalization, electronic word-of-mouth, and digital transformation. These dimensions collectively shape consumers' cognitive evaluations, emotional responses, and behavioral intentions throughout the online purchasing process. The study demonstrates that the effectiveness of digital marketing depends not only on promotional activities but also on the strategic integration of technology, customer-centered communication, and relationship management. This research contributes to the digital marketing literature by offering an integrated conceptual perspective on how multiple digital marketing strategies collectively influence consumer purchase decisions within the Indonesian e-commerce context. The findings also provide practical insights for businesses in designing integrated digital marketing strategies to strengthen customer relationships and enhance competitiveness in an increasingly dynamic digital marketplace.