The Role of Digitalization in Mediating Segmentation and Targeting on Purchase Decisions for Fashion Products at NBL Mode
Keywords:
Digitalization, Fashion, Purchasing Decisions, Segmentation, Targeting.Abstract
This study aims to analyze the role of digitalization in mediating the influence of segmentation and targeting on purchasing decisions for fashion products at NBL Mode in Medan. This study uses a quantitative approach with an associative research design. The population in this study consists of consumers who have made purchases at NBL Mode. The research sample consisted of 168 respondents, determined by multiplying the number of research indicators by eight. Data collection was conducted by distributing questionnaires to respondents who met the research criteria. Data were analyzed using Partial Least Squares-based Structural Equation Modeling (SEM-PLS). The results indicate that segmentation has a positive and significant effect on purchasing decisions with a coefficient of 0.260 and a p-value of 0.000. Segmentation also has a positive and significant effect on digitalization with a coefficient of 0.390 and a p-value of 0.000. Targeting has a positive and significant effect on purchasing decisions with a coefficient of 0.176 and a p-value of 0.013. Targeting also has a positive and significant effect on digitalization with a coefficient of 0.345 and a p-value of 0.000. Digitalization has a positive and significant effect on purchasing decisions with a coefficient of 0.415 and a p-value of 0.000. The mediation test results indicate that digitalization mediates the effects of segmentation and targeting on purchasing decisions. Thus, digitalization is a crucial factor in strengthening NBL Mode’s marketing strategy, particularly in enhancing the effectiveness of segmentation and targeting on consumer purchasing decisions.
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