Exploration of Consumer Behavior towards Digital Marketing Strategies in Strengthening Brand Strategy A Study on Amanda Mart Consumers

Abstract

This study intends to analyse consumer behavior toward digital marketing methods in enhancing brand strategy at Amanda Mart. The rapid growth of digital technology has profoundly changed consumer behavior, notably in the processes of information searching, evaluation, and purchasing decisions. Therefore, the application of digital marketing has become a significant part in developing and reinforcing brand image in consumers’ thoughts. This research employs a qualitative approach with a descriptive method. Data were collected through in-depth interviews with Amanda Mart consumers who actively use social media and digital platforms, supported by observation and documentation. Informants were selected using purposive sampling based on their experience interacting with Amanda Mart’s digital content. Data analysis was conducted through data reduction, data display, and conclusion drawing. The findings indicate that digital marketing strategies, particularly through social media and marketplaces, significantly influence consumer behavior in shaping perceptions and trust toward Amanda Mart’s brand. Engaging visual content, customer testimonials, and active interaction with consumers are key factors in increasing engagement and customer loyalty. In addition, the ease of access to information and digital transactions also encourages higher purchase intention. In conclusion, the effective implementation of digital marketing strategies can strengthen Amanda Mart’s brand strategy by enhancing consumer trust, customer experience, and loyalty. This study is expected to provide insights for SMEs in optimizing digital marketing strategies to improve business competitiveness.