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Abstract

This study analyzes the effects of digital payment on marketing strategy and consumer purchase decisions in Bengkulu City using primary data from 100 respondents. The instrument contains 12 Likert-scale indicators forming three constructs: digital payment characteristics (X1), marketing strategy effectiveness (X2), and consumer purchase decision (Y). All indicators have corrected item-total correlations above 0.30, and all constructs are reliable (Cronbach’s alpha: X1=0.766; X2=0.828; Y=0.749). Regression results indicate that digital payment does not significantly predict marketing strategy (β=0.162; p=0.125), but positively and significantly predicts purchase decisions (β=0.439; p<0.001). Marketing strategy also positively predicts purchase decisions (β=0.264; p=0.006). In the simultaneous model, X1 and X2 explain 23.2% of the variance in purchase decisions. A 5,000-replication bootstrap estimates an indirect effect of approximately 0.033 with a 95% CI [-0.009, 0.101], providing no evidence of mediation. The findings suggest that digital-payment experience is directly associated with purchase decisions, while marketing strategy remains independently relevant

Keywords

digital payment; marketing strategy; consumer purchase decision; QRIS; Bengkulu City

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This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Susanto , D. E., Kurniawan , W., & Ariska , F. (2026). Digital Payment On Marketing Strategies And Consumer Purchase Decisions In Bengkulu City. Economics and Digital Business Review, 8(1), 107–115. https://doi.org/10.37531/ecotal.v8i1.4234
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