Digital Marketing, Consumer Purchasing Power, and Customer Engagement: Their Impact on Alfamidi Retail Sales in the Omnichannel Era

Abstract

This study examines the influence of digital marketing on Alfamidi retail sales, moderated by consumer purchasing power and customer engagement. The primary objective is to evaluate the impact of a more effective digital marketing strategy on retail sales performance, as well as the extent to which consumer economic capacity and customer engagement can strengthen or weaken it. The object of this study is Alfamidi. This quantitative study uses primary data from a questionnaire distributed to 140 active Alfamidi consumers. This data processing uses the Smart PLS version 4 application and Partial Least Squares-Structural Equation Modeling (PLS-SEM) analysis to examine the influence of digital marketing on retail sales, moderated by consumer purchasing power and customer engagement. The results show that digital marketing has a positive influence on retail sales. In addition, consumer purchasing power also shows a positive influence, demonstrating the importance of consumer economic conditions in digital marketing strategies. Meanwhile, consumer engagement has no effect