PENGARUH STRATEGI PEMASARAN ONLINE DAN PERILAKU KONSUMENTERHADAP PENINGKATAN TRANSAKSI ONLINE SERTA IMPLIKASINYA TERHADAP KEPUTUSAN PEMBELIAN PADA MAHASISWA POLITEKNIK PIKSI GANESHA BANDUNG

This study aims to analyze the influence of online marketing strategies and consumer behavior on online transaction growth and purchase decisions among students at Politeknik Piksi Ganesha. With the rapid development of digital technology, online marketing through e-commerce platforms has become a key strategy for businesses to increase sales. This research employs a quantitative approach with a descriptive-verificative design, involving 100 respondents from the student population, selected through random sampling. Data were collected through questionnaires that measured students' perceptions of online marketing strategies, consumer behavior, online transactions, and purchase decisions. The results show that online marketing strategies have a significant positive effect on online transaction growth (p < 0.05), and consumer behavior also positively influences online transactions (p < 0.05). The combined effect of online marketing strategies and consumer behavior on online transaction growth is 95.7%. Furthermore, online transaction growth significantly influences purchase decisions (p < 0.01). These findings indicate that effective management of marketing strategies and understanding consumer behavior are crucial for enhancing purchase decisions among students. This study recommends that e-commerce businesses enhance their use of social media, improve user experience, and pay attention to product reviews as part of their marketing strategies to attract more consumers, especially students. Additionally, it is important for educational institutions to educate students about digital literacy and online marketing to maximize the potential of e-commerce in their daily lives. Keywords: Online Marketing, Consumer Behavior, Online Transactions, Purchase Decisions, E-Commerce