ANALISIS STRATEGI DIGITAL MARKETING DAN FAKTOR MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK MAKANAN CEPAT SAJI (STUDI KASUS PADA KFC DAN TREN KONSUMSI MAHASISWA DI ERA MEDIA SOSIAL TAHUN 2025)

Abstract

This study analyzes how digital marketing strategies and brand-related internal factors influence consumer behavior among university students in 2025. The increasing integration of digital platforms and social media has reshaped how consumers are exposed to promotional content, develop brand perceptions, and form purchasing decisions. This paper reviews key concepts in digital marketing, consumer behavior theory, and brand equity to construct a conceptual understanding of how digital environments shape responses toward fast-food products, specifically KFC. The analysis highlights that digital marketing stimuli, such as targeted advertisements, online discounts, and influencer-based campaigns, can strengthen students’ interest and engagement with brands. Internally, product quality, service experience, and brand image also contribute significantly to shaping trust and loyalty. This study concludes that the interaction between digital marketing exposure and strong brand equity may enhance consumer intention, particularly when accompanied by consistent product and service performance.