The Influence of Digital Logistics and Digital Marketing on Purchasing Decision (Case Study of Skin1004 Brand in Indonesia Market)

Abstract

Companies need to keep up with technology to stay ahead of market competition and know what influences purchasing decisions to increase revenue. This study aims to research the influence of Digital Logistics and Digital Marketing concepts with dimensions of interactive, intensive program, site design, and cost on purchasing decisions. The object of this study is consumers of Skin1004 products who make transactions through Shopee skin1004officialstore using a descriptive quantitative approach. The sample used in this study was 141 respondents taken with the non-probability sampling technique, purposive sampling. Data analysis using Structural Equation Model (SEM) with Partial Least Square (PLS) analysis through SmartPLS 4.0 application. The results showed a significant and positive influence of Digital Logistics, Site Design, and Intensive Program on Purchasing Decision. While the Cost and Interactive variables have no influence on the purchase decision of Skin1004 products.