The Role of Digital Marketing, Direct Marketing, and Personal Selling as Determinants of Purchasing Decisions Mediated by Consumer Behavior for Health Therapy Products
This study was conducted because purchasing decisions for health therapy products involve a high-risk decision-making process influenced not only by digital promotion but also by consumer education, trust, and direct interaction. Consequently, the effectiveness of marketing channels both digital and face-to-face has not been comprehensively explained in prior studies. This research aims to analyze the effects of digital marketing, direct marketing, and personal selling on purchasing decisions for health therapy products, with consumer behavior as a mediating variable. The study was conducted from November to December 2025 using a quantitative approach with Partial Least Squares–Structural Equation Modeling (PLS-SEM) and involved 254 respondents in DKI Jakarta. The research instrument was developed based on theoretical and empirical indicators from studies published between 2022 and 2025, and sampling was performed purposively. The results indicate that digital marketing, direct marketing, and personal selling have positive and significant effects on consumer behavior, which subsequently influences purchasing decisions. Consumer behavior is also proven to mediate the relationship between marketing strategies and purchasing decisions, affirming the role of internal psychological mechanisms. The study concludes that integrated cross-channel marketing approaches are more effective than single-channel strategies. The study is limited to the geographic area of DKI Jakarta and focuses on marketing communication, without considering other external factors. This research reinforces the Theory of Planned Behavior (TPB) and provides practical recommendations for companies to design synergistic and adaptive marketing strategies.
Keywords: Digital marketing, direct marketing, personal selling, consumer behavior, purchasing decisions, health therapy products
