The Impact of Digital Marketing on Consumer Behavior in the Digital Economy Era

Abstract

This study aims to analyze the influence of digital marketing on consumer behavior in the digital economy era, focusing on the TikTok platform. The rapid development of digital technology has changed consumer behavior, especially in accessing product information and making purchasing decisions. This research uses a quantitative approach with a descriptive method, involving 110 respondents who are active TikTok users. The majority of respondents are aged 18–19 years and dominated by females (60%), with the highest usage intensity of 3–4 hours per day (34.5%). The results show that exposure to digital marketing is relatively high, where most respondents frequently encounter product promotions (40.9%) and promotional content often appears on the For You Page (35.5%). In addition, content quality is considered good, indicated by attractive visuals, creativity, and ease of understanding. However, the level of consumer trust in promotional information is relatively low (56.4%), which affects purchasing decisions and repurchase behavior. Although some respondents show interest in trying products and acknowledge the influence of TikTok on purchasing decisions, many still hesitate to make actual purchases. Therefore, it can be concluded that digital marketing is effective in increasing consumer awareness and interest, but not yet optimal in building trust and encouraging sustainable purchasing decisions.