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The Role of Digital Marketing in Consumer Behavior: Mochammad Firman Maulidiansyah, Mohamad Iqbal Firdaus

1. The role of digital marketing in consumer behavior discusses how digital technologies like smartphones and social media have become major communication channels for seeking product information and marketing. 2. An online survey of college and high school students was conducted to understand how digital marketing influences consumer behavior. The survey covered topics like advertising effectiveness, platform suitability, and content design. 3. Results found that digital advertising was considered very effective at increasing product interest. Instagram was seen as the most suitable advertising platform. Clear targets, updated content, and visual design were also found to be important for effective digital marketing content.

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107 views3 pages

The Role of Digital Marketing in Consumer Behavior: Mochammad Firman Maulidiansyah, Mohamad Iqbal Firdaus

1. The role of digital marketing in consumer behavior discusses how digital technologies like smartphones and social media have become major communication channels for seeking product information and marketing. 2. An online survey of college and high school students was conducted to understand how digital marketing influences consumer behavior. The survey covered topics like advertising effectiveness, platform suitability, and content design. 3. Results found that digital advertising was considered very effective at increasing product interest. Instagram was seen as the most suitable advertising platform. Clear targets, updated content, and visual design were also found to be important for effective digital marketing content.

Uploaded by

Mo Firman
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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The role of digital marketing in consumer behavior

1 2
Mochammad Firman Maulidiansyah , Mohamad Iqbal Firdaus
Universitas Negeri Malang, Jl. Semarang No. 5 Malang 65145

Corresponding Email: 1mochammad.firman.1905356@students.um.ac.id;


2
mohamad.iqbal.1905356@students.um.ac.id

1. Introduction
The world is witnessing great developments in communication due to the intensive spread of
technology and information over the Internet through different media such as smartphones, social
media platforms, and electronic word of mouth [1]. The number of internet users around the world has
reached a large number, almost all of which access via mobile phones. By utilizing this
communication channel, the public can seek product and service information. Social media with an
extra ordinary example Facebook has opened the door for businesses to communicate with millions of
people about products and services and has opened new marketing opportunities in the market [2].

2. Methods
Our case studies are college students and high school students and we use online survey method. We
conducted a survey of college students and high school students. Why do we survey with target
college students and high school students, because college students and high school students use social
media the most, and are the most affected by social media. College students and high school students
are certainly the most affected by both good and bad. The survey target will fill out a survey on the
google form that we share, with some indicator questions such as the following:

Table 1. Research instrument guide

Topic Aspect Indicator Item


Number
The role Advertising on the Increased user interest in the product 1
of digital internet Cost for advertising 2
marketing
in The most suitable platform for 3
consumer advertising
behavior Destination after ad click 4
Content Design Clear marketing targets 5
Understanding the target 6
Using social media that is being used 7
a lot
Avoid copying marketing content 8
Analyze content development 9
regularly
Content marketing visual Pictures support understanding 10
design Attractive layout 11
Good chosen font 12
Color scheme selection 13

After determining the research indicators, the next step is to conduct an online survey with
questions such as the research indicators. Data analysis techniques used in analyzing quantitative data
in the form of questionnaire scores from respondents were by calculating the percentage of answers.
As a basis for making decisions about evaluating the feasibility percentage level will be used as in
table 2. As a basis for making decisions about linear scale answer will be used as in table 3.

Table 2. Percentage level of feasibility

N Percentage level Criteria Category


o
1 85,01% - 100,00% Very Valid No revision needed
2 70,01% - 85,00% Valid No revision needed
3 50,01% - 70,00% Less Valid Half revision
4 01,00 - 50,00% Not Valid Full Revision

Table 3. Linear scale answer

N Interval Answer
o
1 3–5 Right Answer
2 1–2 Left Answer

3. Result and Discussion


There are so many social media platforms that you can use to find information and have fun. One can
take advantage of this as a medium to promote products and also share the fun with others through the
platform as today’s social media platforms are constantly evolving with various features such as
unlimited internet access, input capabilities, and powerful location awareness functions.
Then after the survey, the results of the survey will be obtained. Based on data obtained from a survey
of about 30 students, the following results were obtained.

Table 4. Result of expert judgment

Topic Aspect Question % Criteria


The role Advertising on the Do you think that doing marketing 96% Very
of digital internet through the internet will be very Valid
marketing effective in increasing someone's
in interest in a product?
consumer
In your opinion, is the cost of 52% Less
behavior
marketing through the internet Valid
more expensive than other media?
From the several platforms below, 70% Valid
which one do you think is suitable Instagra
for digital marketing? m
Destination after ad click 50% Less
Instagra Valid
m
Content Design A clear marketing target will be 100% Very
very influential with marketing Valid
content?
Will plagiarism of a marketing 100% Very
content affect a brand? Valid
How important are marketing 100% Very
content updates? Valid
Content marketing Pictures support understanding 100% Very
visual design Valid
Attractive layout 90% Very
Valid
Good chosen font 94% Very
Valid
Color scheme selection 97% Very
Valid

4. Conclusion
Digital marketing through mobile technology, social media platforms and eWOM has become a part
of our global life and serves as a new way of communication and marketing. The new large template
of digital technology provides consumers with a lot of fun, a lot of information and a lot of services.
With the technological revolution and new generation habits, it is clear that today's society needs to
adopt new ways of communicating with consumers. Good marketing certainly must pay attention to
the habits and interests of consumers. consumer habits and interests can be seen as what is presented in
table 4.

References
[1] M. Alghizzawi, “The role of digital marketing in consumer behavior: A survey,” p. 9.
[2] D. M. Bala and M. D. Verma, “A Critical Review of Digital Marketing,” p. 19.

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