THE INFLUENCE OF DIGITAL MARKETING AND PRODUCT VARIATION ON PURCHASE DECISIONS OF E-COMMERCE USERS OF SHOPEE IN BANDUNG CITY

Abstract

This project aims to investigate how Shopee shoppers in Bandung City are influenced by digital marketing and product variety while making purchases. In recent years, digital marketing has emerged as a powerful strategy for boosting online store traffic and revenue. When it comes to influencing customers' purchasing choices, product diversity is crucial since it gives them a broad option. A survey was employed as the study technique, with questionnaires sent to 200 respondents in Bandung City who are frequent Shopee users. We used various linear regression techniques to the data we gathered to find out how different digital marketing factors and product variants affected consumers' final buying choices. An efficient digital marketing strategy may enhance customer interest and purchase choices, according to the study's findings, which demonstrate that digital marketing significantly and positively affects buying decisions. Further, product diversity has a significant and beneficial impact on purchase choices, suggesting that customers are more inclined to buy when given a choice between many products. This research found that e-commerce consumers in Bandung City who use Shopee are significantly impacted by digital marketing and product variety when taken together. This conclusion highlights the significance of e-commerce players maintaining a competitive edge via the development of novel digital marketing tactics and the expansion of product diversity