The Impact of Digital Marketing Strategies on Consumer Behavior in Emerging Markets di Sendys Swalayan Kota Palangka Raya
Article Sidebar
Main Article Content
Abstract
This study investigates the impact of digital marketing strategies social media marketing, content marketing, and influencer marketing on consumer behavior in emerging markets, with a focus on Sendys Swalayan in Palangka Raya City, Indonesia. As digital technology increasingly reshapes consumer engagement, businesses in developing regions must understand how strategic online efforts influence customer purchase decisions. Employing a quantitative approach, this study collected data from 44 respondents using structured Likert-scale questionnaires. The data were analyzed using SPSS software, including validity and reliability tests, Pearson correlation, and multiple linear regression. The findings show that all three digital marketing strategies significantly influence consumer purchase decisions, with content marketing having the strongest effect (β = 0.351, p < 0.01), followed by social media marketing (β = 0.284, p < 0.01), and influencer marketing (β = 0.194, p < 0.05). These results indicate that content relevancy and perceived value are key factors that drive consumer interest and action. The study also highlights the importance of authenticity and social interaction in digital spaces, confirming the relevance of theories such as the Elaboration Likelihood Model (ELM) and Source Credibility Theory. This research contributes to the limited literature on localized digital marketing in mid-sized Indonesian cities and offers practical recommendations for retailers aiming to optimize consumer engagement. The study suggests that businesses should prioritize informative, engaging content while leveraging social media and micro-influencer collaborations that align with local cultural values. These strategies are essential for enhancing brand awareness, building trust, and influencing consumer decision-making in the digital era.
Keywords: Digital Marketing, Social Media, Content Marketing, Influencer, Consumer Behavior, Purchase Decision, Emerging Markets.
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
[2]Kannan, P. K., & Li, H. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22–45.
[3]Yamin, F. M., & Jusoh, W. (2022). The Effect of Digital Marketing Tools on Consumer Behavior. Journal of Marketing Research, 25(2), 101–115.
[4]Zhu, Y. Q., & Chen, H. G. (2021). Social media and consumer decision-making: The role of peer reviews and user-generated content. Computers in Human Behavior, 119, 106725.
[5]Hadiyati, E. (2020). Consumer behavior and cultural aspects in Indonesian marketing. Jurnal Manajemen dan Kewirausahaan, 22(3), 231–242.
[6]Wijaya, S. C., Dhewanto, W., & Purwana, D. (2021). Post-pandemic Digital Transformation in Retail: A Consumer Perspective. Journal of Retailing and Consumer Services, 60, 102483.
[7]Balakrishnan, B. K. P. D., Dahnil, M. I., & Yi, W. J. (2014). The Impact of Social Media Marketing Medium toward Purchase Intention and Brand Loyalty among Generation Y. Procedia - Social and Behavioral Sciences, 148, 177–185.
[8]Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95.
[9]Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177–1190.
[10]Wahyudi, L., Prabowo, G. T., & Ananda, A. S. (2021). The influence of social media marketing activities on Indonesian consumers' engagement and purchase intention. Jurnal Manajemen Indonesia, 21(1), 1–11.
[11]Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. Academic Press.
[12]Rejeb, A., Keogh, J. G., Zailani, S., Treiblmaier, H., & Rejeb, K. (2020). The influence of social media content characteristics on consumer engagement: A literature review. International Journal of Technology Marketing, 14(2), 129–150.
[13]Holliman, G., & Rowley, J. (2014). Business to business digital content marketing: marketers’ perceptions of best practice. Journal of Research in Interactive Marketing, 8(4), 269–293.
[14]Pulizzi, J. (2015). Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less. McGraw-Hill Education.
[15]Bhandari, M., Kaushik, M., & Sagar, M. (2018). Impact of informative content on consumer buying behavior in online retailing. International Journal of E-Business Research, 14(1), 1–18.
[16]Astuti, R., & Sukardi, S. (2022). The role of content localization in building consumer trust in Indonesia’s secondary cities. Jurnal Komunikasi Indonesia, 11(2), 123–135.
[17]Deci, E. L., & Ryan, R. M. (2000). The “What” and “Why” of goal pursuits: Human needs and the self-determination of behavior. Psychological Inquiry, 11(4), 227–268.
[18]Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust and purchase intention. Journal of Interactive Advertising, 19(1), 58–73.
[19]De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: Impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828.
[20]Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7.
[21]Cahyani, M. A., & Wijaya, B. S. (2021). The role of influencer authenticity in consumer engagement: A study on Indonesian local markets. Jurnal Pemasaran Indonesia, 20(2), 77–90.
[22]Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and Persuasion: Psychological Studies of Opinion Change. Yale University Press.