Pengaruh Pemasaran Digital dan Lifestyle Terhadap Keputusan Pembelian Produk Fashion di Marketplace Tokopedia pada Generasi Milenial. (The Influence of Digital Marketing and Lifestyle on Fashion Product Purchase Decisions in the Tokopedia Marketplace among the Millennial Generation).

Lestari, Ayu Sri (2025) Pengaruh Pemasaran Digital dan Lifestyle Terhadap Keputusan Pembelian Produk Fashion di Marketplace Tokopedia pada Generasi Milenial. (The Influence of Digital Marketing and Lifestyle on Fashion Product Purchase Decisions in the Tokopedia Marketplace among the Millennial Generation). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to analyze the influence of digital marketing and lifestyle on the purchasing decisions of fashion products in the Tokopedia marketplace, focusing on the millennial generation. In an increasingly digital era, e-commerce platforms like Tokopedia play a crucial role in meeting consumer needs, especially for millennials who are more adaptive to technology. The research employs a quantitative approach with a survey design. Data were collected through questionnaires distributed to 100 respondents who are active users of Tokopedia. The independent variables in this study are digital marketing and lifestyle, while the dependent variable is purchasing decisions. Data analysis was performed using multiple linear regression to evaluate the influence of these variables on purchasing decisions. The results indicate that digital marketing has a positive and significant influence on purchasing decisions. This suggests that elements of digital marketing, such as online promotions, social media use, and attractive website design, significantly affect consumers' purchasing decisions. Additionally, lifestyle is also found to have a positive and significant influence on purchasing decisions. Millennials tend to choose fashion products that align with their lifestyle, reflecting their activities, interests, and opinions. The study concludes that the combination of effective digital marketing strategies and a deep understanding of consumer lifestyles can enhance the purchasing decisions of fashion products on Tokopedia. This study provides practical contributions for Tokopedia managers and marketers to design more personalized marketing strategies that cater to the needs of millennial consumers. Furthermore, the study offers academic insights in the fields of digital marketing and consumer behavior, serving as a reference for further research in the same area.

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