Technology-Driven Digital Marketing Strategies and their Impact on E-commerce Purchase Decisions
DOI:
https://doi.org/10.26877/asset.v8i3.2502Keywords:
digital marketing, consumer engagement, consumer trust, purchase intention, e-commerce technology, digital platforms, SDG 9, structural equation modelingAbstract
The rapid growth of internet penetration and digital platforms has transformed marketing practices in Indonesian Vocational Training Centers (LPKs). However, inconsistent outcomes in trainee recruitment highlight a gap in understanding the effectiveness of digital marketing in this context. This study aims to examine the effect of digital marketing on purchase intention, with consumer engagement as a mediator and consumer trust as a moderator. Data were collected from 384 trainees in East and West Java using online surveys and analyzed with Structural Equation Modeling–Partial Least Squares (SEM-PLS 4.0). The structural model explained 62.1% of the variance in purchase intention (R² = 0.621). Digital marketing significantly influenced purchase intention (β = 0.455, p < 0.001), and consumer engagement partially mediated this relationship (β = 0.217, p < 0.001). In contrast, consumer trust did not moderate the relationship (β = 0.054, p = 0.055). These findings advance digital marketing system development in the education sector by highlighting the role of engagement-driven strategies over trust-building mechanisms during initial recruitment stages. The implications are aligned with Sustainable Development Goal (SDG) 9 on industry, innovation, and infrastructure, suggesting that localized and technology-driven approaches are essential for strengthening LPK competitiveness and sustainable labor mobility.
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