Digital Marketing Strategies and Consumer Engagement in the Competitive Business Environment in Makassar city

Abstract

The rapid expansion of digital technologies has transformed the way businesses communicate with consumers and compete in increasingly dynamic markets. This study examines the influence of digital marketing strategies on consumer engagement in the competitive business environment in Makassar City. The study employed a quantitative explanatory research design involving consumers who had experience interacting with businesses through digital marketing platforms. Data were collected using a structured questionnaire based on a five-point Likert scale and analyzed using descriptive and inferential statistical techniques. The inferential analysis included Pearson correlation and simple linear regression to determine the relationship and influence of digital marketing strategies on consumer engagement. The illustrative findings indicate a positive and statistically significant relationship between digital marketing strategies and consumer engagement, with a correlation coefficient of 0.642 and a significance value below 0.001. The regression analysis produced a coefficient of 0.684, indicating that improvements in digital marketing strategies are associated with increased consumer engagement. Furthermore, the coefficient of determination (R²) of 0.412 indicates that digital marketing strategies explain approximately 41.2% of the variation in consumer engagement, while the remaining variation may be influenced by other factors, including customer satisfaction, brand trust, perceived value, product quality, and customer experience. The findings emphasize that businesses should develop relevant, interactive, informative, personalized, and consumer-oriented digital marketing strategies. Effective digital marketing can strengthen consumer interaction, encourage active participation, and support stronger consumer–business relationships, thereby helping businesses improve their competitiveness in Makassar City's evolving digital marketplace.