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All Journal Jurnal E-Bis: Ekonomi Bisnis
Diana, Didah Sadidah
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences

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Digital Marketing terhadap Keputusan Pembelian Sepatu Kanky di Shopee pada Gen-Z Garut Diana, Didah Sadidah; Rohimat Nurhasan; Husni Muharam
Jurnal E-Bis Vol 9 No 2 (2025): Vol.9 No.2 2025
Publisher : Politeknik Piksi Ganesha Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37339/e-bis.v9i2.2590

Abstract

The rise of digital technology has shifted consumer buying behavior, especially among Gen-Z who are highly active on online platforms. This study aims to examine the influence of digital marketing on the purchasing decisions of Kanky shoes on Shopee among Gen-Z in Garut. A quantitative associative method was applied using SEM-PLS with SmartPLS 3, involving 100 respondents. The study focuses on digital marketing strategies such as social media, content, and promotional campaigns. Results show that digital marketing has a positive and significant effect on purchasing decisions. These findings support the theory that digital exposure shapes consumer perceptions and drives purchase decisions. The study concludes that digital marketing plays a key role in influencing Gen-Z consumer behavior. Keywords:Digital Marketing, Purchase Decision, Gen -Z
Co-Authors Husni Muharam Nurhasan, Rohimat