Linking digital marketing effectiveness to consumer buying interest and financial performance: A study on Tokopedia
Keywords:
Digital marketing, Marketing effectiveness, Consumer buying interest, Financial performance, TokopediaAbstract
In the era of data-driven commerce, marketing effectiveness must be evaluated through both consumer behaviour and financial outcomes. This study investigates how digital marketing strategies specifically influencer marketing, promotions, discounts, and brand ambassador programs affect purchase intention and financial performance on Tokopedia, a leading e-commerce platform in Indonesia. A quantitative explanatory design was used, collecting data from 120 active Tokopedia users in Samarinda through a structured questionnaire, supported by financial data from the GoTo Annual Report 2024. The analysis combined multiple regression and mediation techniques. Results show that influencer marketing (β = 0.342, p < 0.01) and promotional strategies (β = 0.276, p < 0.05) significantly increase purchase intention, while discounts and brand ambassadors have weaker effects. Purchase intention also enhances profitability (β = 0.319, p < 0.01) and reduces customer acquisition cost (β = −0.284, p < 0.05), confirming its mediating role between marketing activities and financial performance. The estimated CAC of Rp 124,750 per user reflects improved efficiency following Tokopedia’s integration with TikTok in 2024. These findings highlight the importance of aligning marketing strategies with profitability metrics such as ROI, ROAS, and CAC. The study contributes novel empirical evidence by integrating consumer purchase intention with firm-level financial efficiency metrics derived from corporate reports, thereby bridging behavioural marketing constructs and objective financial performance in evaluating digital marketing effectiveness.
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