ANALISIS STRATEGI DIGITAL DALAM MENARIK MINAT KONSUMEN MELALUI PLATFORM APLIKASI MOBILE DAN PEMASARAN DIGITAL

ANALYSIS OF DIGITAL STRATEGIES TO ATTRACT CONSUMER INTEREST VIA MOBILE APP PLATFORMS AND DIGITAL MARKETING

Abstract

This study aims to analyze digital digital marketir marketing strategies through mobile application platforms in influencing consumer purchase intention in Indonesia. The research method uses a mixed methods approach with an explanatory sequential design: a quantitative survey of 320 active e-commerce application users and in-depth interviews with 15 digital marketing managers. Data analysis uses Partial Least Squares-based Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0 software. The results prove that algorithm-based content personalization is the strongest predictor of purchase intention (ẞ = 0.482; p <0.001), followed by social commerce features (ẞ = 0.391; p < 0.001) and influencer marketing (ẞ = 0.435; p < 0.001) on brand trust. The effectiveness of push notifications is negatively moderated by user privacy sensitivity (ẞ = -0.192; p < 0.001). The structural model explains 62.3% of variance in purchase intention (R² = 0.623). The findings provide a strategic framework for practitioners and academics in designing effective, personalized, and ethical digital campaigns in emerging markets