Overview

Original Research

DIGITAL MARKETING IS THE BASIS FOR DECISION MAKING OF GENERATION Y CONSUMERS AND OTHER GENERATIONS

KUKUH LUKIYANTO 1, MARANATHA WIJAYANINGTYAS 2, and YUDHA PROSTO SKENOMA 3.

Vol 18, No 05 ( 2023 )   |  DOI: 10.17605/OSF.IO/Q9YZ5   |   Author Affiliation: Entrepreneurship Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta Indonesia 1; Civil Engineering Department, National Institute of Technology, Malang, Indonesia 2; Magister Management Program, Faculty of Economics and Business, Brawijaya of University, Malang, Indonesia 3.   |   Licensing: CC 4.0   |   Pg no: 890-903   |   Published on: 18-05-2023

Abstract

Digital marketing changes consumer behavior towards a product or service, so consumer behavior currently has a vital role in consumer decision-making. This research aims to see how digital marketing can change consumer buying decisions. This research uses a qualitative exploratory approach to explain the concept more clearly and define the nature of the problem. This study examines the informant's 10 (ten) opinions to obtain explanations to obtain research results. The findings in this study indicate that all content influences how consumers search for information about a product. Besides that, this study received the results that consumers were in the process of choosing a product through comparison and from the effects of reviews and the assessment of consumers who had already bought it.

Keywords

Digital Based Marketing, Make decisions, Different Generations