ABSTRACT
Digital business is a business that requires an internet network to operate and market the products. E-Commerce is a fast growing digital business in Indonesia that connects companies with customers to conduct transactions, transport goods, and transport information via the internet. The purpose of this research is to study the influence of Digital Marketing on Online Purchasing Decisions at Lazada.co.id. This research used descriptive and verification research with explanatory survey method. The sampling technique was proportional stratified random sampling which used Slovin formula. There were two types of data: primary and secondary data. The data were processed by using simple linear regression analysis that has been converted into natural log (Ln) with SPSS (Stastistic Product and Service Solution) software version 16. The results of this study proved that Digital Marketing had a positive and significant influence on Online Purchasing Decisions.
