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Wahyu Kurniawan
Study Program Manajemen Fakultas Ekonomi Dan Bisnis Universitas Prof. Dr. Hazairin, SH. Bengkulu
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Digital Payment On Marketing Strategies And Consumer Purchase Decisions In Bengkulu City Daniel Edy Susanto; Wahyu Kurniawan; Fitriani Ariska
Economics and Digital Business Review Vol. 8 No. 1 (2027)
Publisher : Yayasan Vifada Cendikia Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/ecotal.v8i1.4234

Abstract

This study analyzes the effects of digital payment on marketing strategy and consumer purchase decisions in Bengkulu City using primary data from 100 respondents. The instrument contains 12 Likert-scale indicators forming three constructs: digital payment characteristics (X1), marketing strategy effectiveness (X2), and consumer purchase decision (Y). All indicators have corrected item-total correlations above 0.30, and all constructs are reliable (Cronbach’s alpha: X1=0.766; X2=0.828; Y=0.749). Regression results indicate that digital payment does not significantly predict marketing strategy (β=0.162; p=0.125), but positively and significantly predicts purchase decisions (β=0.439; p<0.001). Marketing strategy also positively predicts purchase decisions (β=0.264; p=0.006). In the simultaneous model, X1 and X2 explain 23.2% of the variance in purchase decisions. A 5,000-replication bootstrap estimates an indirect effect of approximately 0.033 with a 95% CI [-0.009, 0.101], providing no evidence of mediation. The findings suggest that digital-payment experience is directly associated with purchase decisions, while marketing strategy remains independently relevant
Co-Authors Daniel Edy Susanto Fitriani Ariska