Purba, Christian (2025) Pengaruh Strategi Pemasaran Digital Terhadap Keputusan Pembelian Konsumen Dengan Psychological Ownership Sebagai Variabel Mediator Pada Platform E-Commerce Di Indonesia. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Kemajuan teknologi digital telah memberikan dampak besar terhadap perilaku konsumen di Indonesia, terutama dalam pola belanja online melalui berbagai platform e-commerce. Persaingan yang ketat di sektor ini mendorong perusahaan untuk mengadopsi pendekatan promosi online yang bukan sekedar fokus untuk efisiensi transaksi, Namun juga untuk peningkatan keterikatan emosional konsumen. Tujuan dari penelitian ini adalah untuk mengevaluasi dampak strategi pemasaran digital terhadap keputusan pembelian konsumen, dengan kepemilikan psikologis (psychological ownership) sebagai variabel mediasi. Penelitian ini mengadopsi pendekatan kuantitatif dengan pengumpulan data dari 182 responden yang merupakan pengguna aktif platform e-commerce, melalui penyebaran kuesioner secara online. Metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) dipergunakan guna meindentifikasi keterkaitan antar variabel. Hasil penelitian memperlihatkan strategi pemasaran digital, yang mencakup desain platform, program insentif, dan interaktivitas, mempunyai dampak signifikan pada psychological ownership serta keputusan pembelian konsumen. Psychological ownership terbukti menjadi mediator parsial yang memperkuat pengaruh pendekatan promosi online pada keputusan pembelian, dengan perasaan memiliki yang mendorong keterikatan emosional dan kepercayaan konsumen terhadap platform. Dari sisi teoretis, penelitian ini memberikan sumbangan terhadap kajian pemasaran digital dengan memperkuat penerapan SOR Theory dalam konteks e-commerce. Teori ini menggambarkan mekanisme psikologis di mana strategi pemasaran digital bertindak sebagai stimulus, psychological ownership sebagai organism, dan keputusan pembelian sebagai respons. Implikasi praktis dari penelitian ini merekomendasikan perusahaan e-commerce untuk mengintegrasikan elemen emosional ke dalam strategi pemasaran, seperti personalisasi pengalaman pengguna, peningkatan interaktivitas platform, dan pengembangan program loyalitas yang fokus pada keterikatan konsumen jangka panjang. Pendekatan ini diharapkan mampu meningkatkan loyalitas konsumen sekaligus memperkuat daya saing perusahaan di pasar e-commerce yang semakin dinamis.
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Advances in digital technology have significantly impacted consumer behavior in Indonesia, particularly online shopping patterns across various e-commerce platforms. Intense competition in this sector has prompted companies to adopt online promotional approaches that focus not only on transaction efficiency but also on enhancing consumer emotional engagement. The purpose of this study is to evaluate the impact of digital marketing strategies on consumer purchasing decisions, with psychological ownership as a mediating variable. This study adopted a quantitative approach, collecting data from 182 respondents who are active users of e-commerce platforms, through an online questionnaire. The Partial Least Squares-Structural Equation Modeling (PLS-SEM) method was used to identify the relationship between variables. The results show that digital marketing strategies, including platform design, incentive programs, and interactivity, have a significant impact on psychological ownership and consumer purchasing decisions. Psychological ownership proved to be a partial mediator that strengthens the influence of online promotional approaches on purchasing decisions, with a sense of ownership driving emotional engagement and consumer trust in the platform. From a theoretical perspective, this study contributes to digital marketing studies by strengthening the application of SOR Theory in the context of e-commerce. This theory describes a psychological mechanism in which digital marketing strategies act as a stimulus, psychological ownership as the organism, and purchasing decisions as the response. Practical implications of this research recommend that e-commerce companies integrate emotional elements into their marketing strategies, such as personalizing user experiences, increasing platform interactivity, and developing loyalty programs that focus on long-term consumer engagement. This approach is expected to increase consumer loyalty while strengthening company competitiveness in the increasingly dynamic e-commerce market.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | E-Commerce, Keputusan Pembelian, Psychological Ownership, SOR Theory, Strategi Pemasaran Digital, Digital Marketing Strategy, Purchasing Decisions. |
| Subjects: | H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations H Social Sciences > HF Commerce > HF5548.34 Mobile commerce. H Social Sciences > HF Commerce > HF5549.5.P7 Promotions. |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Christian Purba |
| Date Deposited: | 31 Jul 2025 04:12 |
| Last Modified: | 31 Jul 2025 04:12 |
| URI: | http://repository.its.ac.id/id/eprint/123725 |
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