Analyzing the Effect of Digital Marketing Strategies on Consumer Buying Behavior in Fashion Retail after the COVID-19 Pandemic: JEL Classification: M31, M37, D12, L81, O33

Bambang Setiawan; Rizky Aditya Putra

doi:10.37899/mjde.v2i1.271

Authors

Bambang Setiawan Faculty of Economics and Business, University of Indonesia
Rizky Aditya Putra Faculty of Economics and Business, University of Indonesia

DOI:

https://doi.org/10.37899/mjde.v2i1.271

Keywords:

Consumer Purchasing Decision, Digital Marketing, Fashion Retail, Online Advertising, Social Media Marketing

Abstract

This study examines the influence of digital marketing strategies on consumer purchasing decisions in Indonesia's fashion retail industry during the post-pandemic period. The research aims to identify the digital marketing dimensions that significantly affect purchasing decisions and to evaluate their relative contributions. A quantitative explanatory approach was employed using survey data collected from 150 consumers who had purchased fashion products through digital platforms within the previous year. Data were analyzed using multiple linear regression to assess the effects of six dimensions of digital marketing strategy, including social media content, influencer marketing, online advertising, interactive websites, email marketing, and digital promotion. The findings reveal that digital marketing strategies collectively exert a significant influence on consumer purchasing decisions. Digital promotion emerged as the strongest predictor, followed by social media content, influencer marketing, and online advertising, whereas interactive websites and email marketing did not demonstrate significant effects. The novelty of this study lies in its comprehensive evaluation of multiple digital marketing dimensions within the context of post-pandemic consumer behavior in an emerging market. The findings contribute to the development of digital consumer behavior research while providing practical guidance for fashion retailers to prioritize integrated promotional strategies and consumer-centered digital engagement to improve purchasing outcomes and marketing effectiveness.

References

Adeniran, I. A., Efunniyi, C. P., Osundare, O. S., & Abhulimen, A. O. (2024). Transforming marketing strategies with data analytics: A study on customer behavior and personalization. International Journal of Management & Entrepreneurship Research, 6(8), 41-51. https://doi.org/10.56781/ijsret.2024.4.1.0022

Agustian, K., Hidayat, R., Zen, A., Sekarini, R. A., & Malik, A. J. (2023). The influence of influencer marketing in increasing brand awareness and sales for SMEs. Technology and Society Perspectives (TACIT), 1(2), 68-78. https://doi.org/10.61100/tacit.v1i2.54

Alexander, B. (2021). Fashion’s experiential convergence: reconceptualising the physical store within omnichannel retailing as Experiential retail territories (Doctoral dissertation, Manchester Metropolitan University).

Alghizzawi, M. (2019). The role of digital marketing in consumer behavior: A survey. International Journal of Information Technology and Language Studies, 3(1).

Ansari, S., Ansari, G., Ghori, M. U., & Kazi, A. G. (2019). Impact of brand awareness and social media content marketing on consumer purchase decision. Journal of Public Value and Administrative Insight, 2(2), 5-10.

Bakri, Z. F. (2023). Analyzing the influence of digital marketing strategies on business performance in the beauty industry: A comprehensive analysis of social media engagement and influencer collaborations. Journal on Economics, Management and Business Technology, 2(1), 37-48. https://doi.org/10.35335/jembut.v2i1.187

Bala, M., & Verma, D. (2018). A critical review of digital marketing. International Journal of Management, IT and Engineering, 8(10), 321-339.

Bryman, A. (2016). Social research methods. Oxford university press.

Chowdhury, T. E. C. T. E., Chowdhury, R. C. R., Rahman, M. M. R. M. M., & Sunny, A. R. S. A. R. (2022). From Crisis to Opportunity: How Covid-19 Accelerated the Global Shift to Online Business. Pathfinder of Research, 3(1), 18-18. https://doi.org/10.69937/pf.por.3.1.34

Dohoo, I. R., Ducrot, C., Fourichon, C., Donald, A., & Hurnik, D. (1997). An overview of techniques for dealing with large numbers of independent variables in epidemiologic studies. Preventive veterinary medicine, 29(3), 221-239. https://doi.org/10.1016/s0167-5877(96)01074-4

Donald, M. (2024). Industry view: Reimagining customer experience in the hospitality and tourism industries: Navigating evolving values and expanding authenticity in the post-pandemic landscape. In Consumer behaviour in hospitality and tourism (pp. 256-264). Routledge. https://doi.org/10.1108/978-1-83797-276-020241012

Drzewiecka, A. A., & Guinnane, O. R. (2024). How Marketing Fashions Consumer Loyalty. Uncovering Insights Through a Mixed Methods Approach. Multidisciplinary International Journal of Research and Development, 3(6), 88-106.

Dulloo, R., & Struweg, I. (2025). The Rise of Experience Economy and Marketing 5.0: Navigating the New Paradigm of Value Creation. In Leveraging AI-Powered Marketing in the Experience-Driven Economy (pp. 1-38). IGI Global Scientific Publishing. https://doi.org/10.4018/979-8-3693-9561-5.ch001

Dutta, D. C. (2024). A Study On The Factors That Influence The Success Of Digital Marketing In A Dynamic Marketing Landscape. A Theoretical And Empirical Integration, Educational Administration: Theory And Practice, 30(4), 3793-3798. https://doi.org/10.53555/kuey.v30i4.2126

Ebaidalla, E. M. (2025). Mobility restrictions and firms' decisions to adopt digital technologies during the COVID-19 pandemic: across industry sectors study. African Journal of Economic and Management Studies, 16(1), 98-111. https://doi.org/10.1108/AJEMS-05-2023-0165

Faruk, M., Rahman, M., & Hasan, S. (2021). How digital marketing evolved over time: A bibliometric analysis on scopus database. Heliyon, 7(12). https://doi.org/10.1016/j.heliyon.2021.e08603

Feri, A., Ind, N. J., & Tjandra, N. C. (2024). Navigating brand purpose in the post-pandemic era: insights from marketing agencies on supporting SDGs through strategic delineation and execution. Qualitative Market Research: An International Journal, 27(4), 555-571. https://doi.org/10.1108/QMR-11-2023-0156

Fernando, E., & Prabowo, Y. D. (2024, September). The Impact of Social Media in Marketing on Brand Awareness and Customer Trust in Increasing Purchase Intention. In 2024 International Conference on Information Technology Research and Innovation (ICITRI) (pp. 335-340). IEEE. https://doi.org/10.1109/ICITRI62858.2024.10698890

Giannetti, B. F., Fonseca, T., Almeida, C. M., Oliveira, J. H. D., Valenti, W. C., & Agostinho, F. (2021). Beyond a sustainable consumption behavior: what post-pandemic world do we want to live in?. Frontiers in Sustainability, 2, 635761. https://doi.org/10.3389/frsus.2021.635761

Häubl, G., & Trifts, V. (2000). Consumer decision making in online shopping environments: The effects of interactive decision aids. Marketing science, 19(1), 4-21. https://doi.org/10.1287/mksc.19.1.4.15178

Hwang, J., Sun, X., Zhao, L., & Youn, S. Y. (2024). Sustainable fashion in new era: Exploring consumer resilience and goals in the post-pandemic. Sustainability, 16(8), 3140. https://doi.org/10.3390/su16083140

Isibor, N. J., Ewim, C. P. M., Ibeh, A. I., Adaga, E. M., Sam-Bulya, N. J., & Achumie, G. O. (2021). A generalizable social media utilization framework for entrepreneurs: Enhancing digital branding, customer engagement, and growth. International Journal of Multidisciplinary Research and Growth Evaluation, 2(1), 751-758. https://doi.org/10.54660/.IJMRGE.2021.2.1.751-758

Koliou, M. P., & Skalkos, D. (2025). Post-Pandemic Shifts in Sustainable Food Behavior: A Systematic Review of Emerging Consumer Trends. Nutrients, 17(23), 3737. https://doi.org/10.3390/nu17233737

Lipka, A., Wiards, F. J., Markgraf, R., Zukowski, V. F., & Sonde, T. O. (2024). Experiences from transactions: the future of traditional retail stores (Doctoral dissertation, Dublin Business School).

Mardosaite, V., Jasinskas, E., & Romeika, G. (2024). The transformation of digital innovative services in retail trade due to the COVID-19 pandemic: A systematic review. Amfiteatru economic, 26(67), 885-902. https://doi.org/10.24818/EA/2024/67/885

Olayinka, O. H. (2021). Data driven customer segmentation and personalization strategies in modern business intelligence frameworks. World Journal of Advanced Research and Reviews, 12(3), 711-726. https://doi.org/10.30574/wjarr.2021.12.3.0658

Oosterhuis, H. E., van der Ark, L. A., & Sijtsma, K. (2016). Sample size requirements for traditional and regression-based norms. Assessment, 23(2), 191-202. https://doi.org/10.1177/1073191115580638

Paningrum, D., Ramdan, A. M., Melinda, T. F., Karneli, O., & Irwanto, T. (2023). Analysis of Online Marketing Strategies Post Pandemic COVID-19. Quantitative Economics and Management Studies, 4(1), 61-65. https://doi.org/10.35877/454RI.qems1381

Pashiera, R. S., & Sardjono, W. (2024). The Role of Digital Marketing as a Company Strategy to Gain a Competitive Advantage in Dealing with Consumer Behavior in the Era of the Industrial Revolution 4.0. Ekonomis: Journal of Economics and Business, 8(2), 1396-1406. http://dx.doi.org/10.33087/ekonomis.v8i2.1805

Pellegrino, A. (2024). Consumer Perceptions. How Digital Marketing Has Changed Consumer Perceptions. In Decoding Digital Consumer Behavior: Bridging Theory and Practice (pp. 31-53). Singapore: Springer Nature Singapore. https://doi.org/10.1007/978-981-97-3454-2_3

Ratten, V. (2023). The post COVID-19 pandemic era: Changes in teaching and learning methods for management educators. The International Journal of Management Education, 21(2), 100777. https://doi.org/10.1016/j.ijme.2023.100777

Rizkita, M. A., Winarno, A., Suwono, H., & Malek, N. A. N. N. (2025). Integrating cultural adaptation in digital marketing strategies: Enhancing competitiveness and sustainability in MSMEs of Java, Indonesia. Journal of Open Innovation: Technology, Market, and Complexity, 100609.

Sağkaya Güngör, A., & Ozansoy Çadırcı, T. (2022). Understanding digital consumer: A review, synthesis, and future research agenda. International Journal of Consumer Studies, 46(5), 1829-1858. https://doi.org/10.1111/ijcs.12809

Shah, D., & Murthi, B. P. S. (2021). Marketing in a data-driven digital world: Implications for the role and scope of marketing. Journal of Business Research, 125, 772-779. https://doi.org/10.1016/j.jbusres.2020.06.062

Singha, S. (2024). Navigating the Social Media Maze: Strategies for Effective Digital Marketing in a Fragmented Landscape. In Changing Global Media Landscapes: Convergence, Fragmentation, and Polarization (pp. 84-106). IGI Global. https://doi.org/10.4018/979-8-3693-3767-7.ch005

Theodorakopoulos, L., Theodoropoulou, A., & Klavdianos, C. (2025). Interactive Viral Marketing Through Big Data Analytics, Influencer Networks, AI Integration, and Ethical Dimensions. Journal of Theoretical and Applied Electronic Commerce Research, 20(2), 115. https://doi.org/10.3390/jtaer20020115

Wujarso, R., & Sumardi, B. (2023). Global marketing management: in the perspective of the economic, financial, global culture and purchasing behavior, as well as politics and law. Asadel Publisher.

Zahara, Z., Ikhsan, Santi, I. N., & Farid. (2023). Entrepreneurial marketing and marketing performance through digital marketing capabilities of SMEs in post-pandemic recovery. Cogent Business & Management, 10(2), 2204592. https://doi.org/10.1080/23311975.2023.2204592

Zinkhan, G. M., & Braunsberger, K. (2004). The complexity of consumers' cognitive structures and its relevance to consumer behavior. Journal of Business Research, 57(6), 575-582. https://doi.org/10.1016/S0148-2963(02)00396-X