The Influence of Digital Marketing and Brand Engagement on Purchasing Decisions for Technology-Based Local Products PENGARUH DIGITAL MARKETING DAN BRAND ENGAGEMENT TERHADAP KEPUTUSAN PEMBELIAN PRODUK LOKAL BERBASIS TEKNOLOGI Section Articles

Abstract

This study examines the influence of digital marketing and brand engagement on purchasing
decisions for local technology-based products. The research employs a quantitative approach
using a questionnaire survey involving 120 respondents who are active users of local
technology products and frequently interact on digital platforms. Data were analyzed using
multiple linear regression to identify the relationships among variables. The findings show
that digital marketing significantly influences purchasing decisions, particularly through
informative content, ease of information access, and interactive social media promotions.
Additionally, brand engagement contributes significantly to purchasing decisions because
consumers feel closer to the brand, gain positive experiences, and develop emotional
involvement. These findings indicate that integrating digital marketing strategies with strong
brand engagement can enhance the attractiveness of local technology-based products. The
study suggests that business practitioners should optimize digital strategies and build longterm relationships with consumers to maintain loyalty and increase purchasing decisions.