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All Journal Eksis: Jurnal Riset Ekonomi dan Bisnis
Dea Rosadi
Department of Islamic Economics, State Islamic Institute of Kerinci, Jambi
Economics, Econometrics & Finance

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THE INFLUENCE OF DIGITAL PROMOTION AND ONLINE MARKETING COMMUNICATION ON ADOLESCENTS’ CONSUMPTIVE BEHAVIOR IN KOTO MAJIDIN VILLAGE Dea Rosadi; Alex Wissalam Bustami; Muhammad Fauzi
Eksis: Jurnal Riset Ekonomi dan Bisnis Vol. 20 No. 2 (2026): October (2025) - March (2026)
Publisher : INSTITUT TEKNOLOGI DAN BISNIS PGRI DEWANTARA JOMBANG

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26533/eksis.v20i2.1577

Abstract

The development of digital technology has significantly changed adolescents’ consumption patterns through exposure to social media such as Instagram, TikTok, and e-commerce platforms. This study aims to analyze the influence of digital promotion and online marketing communication on adolescents’ consumptive behavior in Koto Majidin Village. This research employs a quantitative approach using a purposive sampling technique involving 80 respondents aged 15–20 years. Data were collected through questionnaires and analyzed using multiple linear regression. The results show that, partially, digital promotion does not have a significant effect on adolescents’ consumptive behavior, while online marketing communication has a positive and significant effect. Simultaneously, both variables significantly influence adolescents’ consumptive behavior. The coefficient of determination indicates that the model explains 80.5% of the variation in adolescents’ consumptive behavior. These findings indicate that online marketing communication is a more dominant factor in influencing adolescents’ consumptive behavior than digital promotion. This study is expected to contribute to the development of digital marketing studies and serve as a consideration in improving adolescents’ consumption literacy in the digital era.
Co-Authors Alex Wissalam Bustami Muhammad Fauzi