THE INFLUENCE OF DIGITAL PROMOTION AND ONLINE MARKETING COMMUNICATION ON ADOLESCENTS’ CONSUMPTIVE BEHAVIOR IN KOTO MAJIDIN VILLAGE

Dea Rosadi; Alex Wissalam Bustami; Muhammad Fauzi

doi:10.26533/eksis.v20i2.1577

Dea Rosadi Department of Islamic Economics, State Islamic Institute of Kerinci, Jambi
Alex Wissalam Bustami Department of Islamic Economics, State Islamic Institute of Kerinci, Jambi
Muhammad Fauzi Department of Islamic Economics, State Islamic Institute of Kerinci, Jambi

https://doi.org/10.26533/eksis.v20i2.1577

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Abstract

The development of digital technology has significantly changed adolescents’ consumption patterns through exposure to social media such as Instagram, TikTok, and e-commerce platforms. This study aims to analyze the influence of digital promotion and online marketing communication on adolescents’ consumptive behavior in Koto Majidin Village. This research employs a quantitative approach using a purposive sampling technique involving 80 respondents aged 15–20 years. Data were collected through questionnaires and analyzed using multiple linear regression. The results show that, partially, digital promotion does not have a significant effect on adolescents’ consumptive behavior, while online marketing communication has a positive and significant effect. Simultaneously, both variables significantly influence adolescents’ consumptive behavior. The coefficient of determination indicates that the model explains 80.5% of the variation in adolescents’ consumptive behavior. These findings indicate that online marketing communication is a more dominant factor in influencing adolescents’ consumptive behavior than digital promotion. This study is expected to contribute to the development of digital marketing studies and serve as a consideration in improving adolescents’ consumption literacy in the digital era.

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