The Role of Digital Marketing Transformation Trends on Purchase Intention

Aji Prasojo; Sudarmiatin Sudarmiatin

doi:10.59841/glory.v2i2.1079

Authors

Aji Prasojo Universitas Negeri Malang
Sudarmiatin Sudarmiatin Universitas Negeri Malang

DOI:

https://doi.org/10.59841/glory.v2i2.1079

Keywords:

Digital Marketing, Purchase Intention, Social Media, Instagram

Abstract

Media marketing channels are developing very rapidly in the current era. Conventional marketing is becoming digital marketing, a good innovation in promoting a product or service. To win competition in the era of digital transformation, business people must be able to adapt. One digital marketing strategy is a promising option and has the opportunity to reach a wider market. The research was conducted on Instagram @osaka_organizer. This research aims to find out how the role of digital marketing can increase purchasing interest. This research uses a qualitative descriptive method involving direct observation and interviews. Studies show that Osaka Organizers' digital marketing strategy to increase consumer buying interest via Instagram has a positive impact.

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