Digital Marketing on Purchasing Decisions for Kanky Shoes at Shopee for Gen-Z Garut
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Oct 22, 2025
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Abstract
The rise of digital technology has shifted consumer buying behavior, especially among Gen-Z who are highly active on online platforms. This study aims to examine the influence of digital marketing on the purchasing decisions of Kanky shoes on Shopee among Gen-Z in Garut. A quantitative associative method was applied using SEM-PLS with SmartPLS 3, involving 100 respondents. The study focuses on digital marketing strategies such as social media, content, and promotional campaigns. Results show that digital marketing has a positive and significant effect on purchasing decisions. These findings support the theory that digital exposure shapes consumer perceptions and drives purchase decisions. The study concludes that digital marketing plays a key role in influencing Gen-Z consumer behavior.
Keywords:Digital Marketing, Purchase Decision, Gen -Z
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
LPPM Politeknik Piksi Ganesha Indonesia
How to Cite
Diana, D. S., Nurhasan, R., & Muharam, H. (2025). Digital Marketing on Purchasing Decisions for Kanky Shoes at Shopee for Gen-Z Garut. Jurnal E-Bis, 9(2), 905-920. https://doi.org/10.37339/e-bis.v9i2.2590
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Atikasari, N., Latief`, F., & Ngandoh, A. M. (2024). PENGARUH DIGITAL MARKETING, KUALITAS LAYANAN DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK AZARINE. Jurnal Malomo : Manajemen Dan Akuntansi, 2(2 SE-Articles), 183–195. https://e-jurnal.nobel.ac.id/index.php/malomo/article/view/4676
Chaffey, D., & Chadwick, F. E. (2019). Digital Marketing: Strategy, Implementation and Practice (7th ed.). Pearson.
Chandradewi, P., & Saefudin, N. (2024). Pengaruh Content Marketing, Influencer Marketing dan Online Customer Review Terhadap Keputusan Pembelian Pada Marketplace Shopee (Studi Kasus Pada Mahasiswa Pengguna Shopee di Universitas Widyatama). Jurnal Ekonomi Manajemen Sistem Informasi, 5(6 SE-Articles), 888–900. https://doi.org/10.38035/jemsi.v5i6.2682
Dewi, S. S. (2025). Pengaruh Digital Marketing terhadap Keputusan Pembelian: Studi pada Generasi Z di Kota Tangerang. Jurnal Inovasi Bisnis Dan Manajemen, 1(1), 12–21.
Etty Zuliawati Zed, Selvi Indriani, & Sefi Fefiana Wati. (2025). Pengaruh Digital Marketing terhadap Keputusan Pembelian Konsumen di Era E-Commerce. Jurnal Penelitian Ekonomi Manajemen Dan Bisnis, 4(1), 171–180. https://doi.org/10.55606/jekombis.v4i1.4740
Henseler, J., R., & Sarstedt, M. (2015). A New Criterion for Assessing Discriminant Validity in Variance-based Structural Equation Modeling. Journal of the Academy of Marketing Science, 43(1), 115–135.
Iqbal, & Aman, A. (2024). PENGARUH DIGITAL MARKETING DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PT. KARYA PUTRA GROUP. JURNAL ILMIAH MANAJEMEN DAN KEWIRAUSAHAAN, 1(2), 137–146. https://e-journal.stimbudibakti.ac.id/index.php/mapira/article/view/94
Joko Prabowo, A., & Desi Harsoyo, T. (2023). Pengaruh Viral Marketing, Digital Marketing Dan Brand Awareness Terhadap Keputusan Pembelian Produk Es Teh Indonesia. CITACONOMIA : Economic and Business Studies, 2(02), 60–80. https://doi.org/10.63922/citaconomia.v2i02.406
Jung, S.-U., & Shegai, V. (2023). The Impact of Digital Marketing Innovation on Firm Performance: Mediation by Marketing Capability and Moderation by Firm Size. In Sustainability (Vol. 15, Issue 7). https://doi.org/10.3390/su15075711
Kotler, & Amstrong. (2018). Prinsip-Prinsip Pemasaran. Erlangga.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Pretice Hall, Inc.
Listania, & Zulfahmi, A. (2023). Pengaruh Digital Marketing Dan Promosi Terhadap keputusan Pembelian di Toko BEAU Jatibening Bekasi. Jurnal Manajemen Bisnis Tri Bhakti, 2(1).
Lucyantoro, B. I., & Rachmansyah, M. R. (2017). Penerapan Strategi Digital marketing, Teori Antrian Terhadap Tingkat Kepuasan Pelanggan. Jurnal Ekonoomika 45, 5(1), 38–57.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365. https://doi.org/https://doi.org/10.1016/j.bushor.2009.03.002
Meisa Rosanti, & Septiadi Wirawan. (2024). PENGARUH DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK PADA E-COMMERCE SHOPEE (STUDI KASUS MAHASISWA/MAHASISWI STIA TABALONG). JAPB, 7(2 SE-Articles), 1408–1422. https://doi.org/10.35722/japb.v7i2.1090
Muharam, H., Nuroni, Muhamad, A., & Swarastika, Hera, S. (2022). Kualitas Produk dan Lokasi terhadap Keputusan Pembelian pada Ramen Gorilla Garut. Jurnal Wacana Ekonomi, 22(1), 60–67.
Qtaishat, N. M. (2022). The Impact of E-marketing on Consumer Purchase Decision in Jordan. WSEAS TRANSACTIONS ON BUSINESS AND ECONOMICS, 19, 161–168. https://doi.org/10.37394/23207.2022.19.17
Rahmawati, R., Nurhasan, R., & Rismanto, H. (2021). Pengaruh Green Marketing Terhadap Keputusan Pembelian (Pada Konsumen Air Mineral Ades di Garut). Journal of Knowledge Management, 15(1), 14–26.
Razak, M. I., Taan, H., & Niode, I. Y. (2024). Pengaruh Digital Marketing terhadap Keputusan Pembelian melalui Brand Awareness pada McDonald’s Gorontalo. CENDEKIA : Jurnal Penelitian Dan Pengkajian Ilmiah, 1(6 SE-Articles), 291–304. https://doi.org/10.62335/9kzpkp07
Rika Hubbina, Agustina Mutia, & Marissa Putriana. (2023). Pengaruh Digital Marketing, Desain Produk, dan Kualitas Produk Terhadap Keputusan Pembelian (Studi Pada Distro Kedai Oblong Jambi). Journal of Student Research, 1(5 SE-Articles), 459–475. https://doi.org/10.55606/jsr.v1i5.1768
saputra Rival, R., Yusuf, R., & Hasan, R. N. (2023). Pengaruh Kemudahan Penggunaan Terhadap Keputusan Pembelian Pada E-Commerce Tiktokshop. Jurnal Manajemen Dan Pemasaran (JUMPER), 2(1).
Sayful Amrin, Damianus Tola, & Agnes E. Wula. (2024). PENGARUH DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN. Juremi: Jurnal Riset Ekonomi, 4(2 SE-Articles), 615–622. https://bajangjournal.com/index.php/Juremi/article/view/8674
Tarigan, F. A., Robin, R., & Angeline, S. (2024). PENGARUH DIGITAL MARKETING DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK AQUA DI DESA CINTA RAKYAT. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(2), 326–336. https://doi.org/10.31955/mea.v8i2.4031
Tuten, T. L., & Solomon, M. R. (2018). Social Media Marketing. SAGE Publications. https://books.google.co.id/books?id=KZzWtwEACAAJ