Digital Marketing St...

This study investigates the influence of digital marketing strategies on consumer purchasing decisions (CPD) with the objective of identifying the effect of digital marketing dimension such as email marketing and content marketing on consumer engagement. Given the increasing competition for consumer attention, understanding how different marketing approaches affect purchasing behavior is essential for marketers. Using regression analysis, the research examines the relationships between email marketing efforts and CPD, revealing a significant negative relationship. The analysis indicates that as email marketing efforts increase, there is a corresponding decrease in purchasing decisions among consumers. This unexpected outcome suggests that consumers may perceive email marketing as intrusive or irrelevant, leading to disengagement. In contrast, content marketing demonstrates a strong positive influence on CPD. The findings suggest that consumers respond favorably to value-driven, informative content that resonates with their interests and needs, enhancing their likelihood to engage with brands and make purchases. Furthermore, the varying intercept values across marketing indicators highlight the importance of tailoring digital marketing strategies to align with consumer preferences and behaviors. The study concludes that marketers should shift their focus toward content marketing, emphasizing the creation of high-quality, engaging content that provides real value to consumers. Additionally, a reassessment of email marketing tactics is recommended, ensuring that such efforts are more relevant and less intrusive to improve overall effectiveness. This research contributes to the understanding of consumer behavior in the context of consumer marketing, providing valuable insights for practitioners aiming to optimize their digital marketing strategies and enhance consumer engagement and purchasing outcomes. By prioritizing content marketing and refining email strategies, organizations can better connect with consumers, ultimately driving more successful marketing efforts.