<![CDATA[This study examines the influence of digital marketing strategies on consumer purchasing decisions in Indonesia's fashion retail industry during the post-pandemic period. The research aims to identify the digital marketing dimensions that significantly affect purchasing decisions and to evaluate their relative contributions. A quantitative explanatory approach was employed using survey data collected from 150 consumers who had purchased fashion products through digital platforms within the previous year. Data were analyzed using multiple linear regression to assess the effects of six dimensions of digital marketing strategy, including social media content, influencer marketing, online advertising, interactive websites, email marketing, and digital promotion. The findings reveal that digital marketing strategies collectively exert a significant influence on consumer purchasing decisions. Digital promotion emerged as the strongest predictor, followed by social media content, influencer marketing, and online advertising, whereas interactive websites and email marketing did not demonstrate significant effects. The novelty of this study lies in its comprehensive evaluation of multiple digital marketing dimensions within the context of post-pandemic consumer behavior in an emerging market. The findings contribute to the development of digital consumer behavior research while providing practical guidance for fashion retailers to prioritize integrated promotional strategies and consumer-centered digital engagement to improve purchasing outcomes and marketing effectiveness.]]>
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