Does Digital Marketing Affect Millennial Purchase Decision in Covid-19 Situation?

Abstract

This study aims to figure out how digital marketing affects Indonesia's millennial purchase decision during the Covid-19 era. This study is a descriptive-quantitative that involved 100 millennial costumers in West Java, Indonesia, as a sample who had social media and purchased at least once in the fashion sector of Small Medium Enterprises (SMEs). The data were collected through a survey questionnaire and interviewed through google meetings. The data were analyzed through simple regression using SPSS 23.0. The results of this study show t-count 3.211> table 1.984 with sig. equal to 0,000, which means that the variable of digital marketing has a positive and partially gives significant effect to the millennial purchase decision. The R Square number of 30.7% shows the influence of the free variable (digital marketing) on the dependent variable (millennial purchase decision). This implies that the more intense digital marketing is applied in the Covid-19 situation, the more influence receives by millennials to make a purchase decision.