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This is a Quantitative Study study.

September 12, 2025

The Influence of Digital Marketing on Consumer Purchase Decisions through Relationship Marketing

Key Points

Digital marketing significantly impacts relationship marketing, strengthening consumer loyalty and purchase behavior.
Relationship marketing has a strong effect on consumer purchase decisions, contributing to loyalty.
PLS-SEM analysis was used on data from 100 consumers in West Java's poultry MSMEs.
Findings underscore the integration of digital strategies with relationship marketing for enhanced consumer engagement.

Abstract

This study aims to examine the effect of digital marketing on consumer purchase decisions, with relationship marketing as a mediating variable. A quantitative approach was applied using PLS-SEM analysis, based on data from 100 consumers of poultry-based MSMEs in West Java. The results indicate that digital marketing significantly influences relationship marketing (β = 0,747) and purchase decisions (β = 0,209). Relationship marketing also shows a strong effect on purchase decisions (β = 0,589) and partially mediates the influence of digital marketing (indirect effect β = 0,440). These findings highlight the importance of integrating digital strategies with long-term relationship-building efforts to strengthen consumer loyalty and purchase behavior

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