INNOVATIVE MARKETING STRATEGIES FOR SUSTAINABanLE DIGITAL PRODUCTS: EXAMINING THE INFLUENCE OF PERSONALIZATION, PRIVACY, AND ECO-DESIGN ON PURCHASE INTENTIONS

Abstract

In the increasingly competitive landscape of Indonesia’s digital shopping platforms, understanding consumer behavior toward mobile applications has become crucial for sustaining market relevance. This study investigates the influence of personalization, privacy, and eco-design on consumers’ purchase intentions within mobile commerce applications. Anchored in the Technology Acceptance Model (TAM), this research emphasizes the importance of integrating perceived usefulness and ease of use through personalized experiences, trust-based privacy assurances, and eco-conscious design strategies. The research employs a quantitative approach with data collected from 250 users of shopping mobile applications in Indonesia. The analysis was conducted using Structural Equation Modeling (SEM) through SmartPLS software. Results indicate that personalization, privacy, and eco-design each have a significant and positive impact on purchase intention. These findings suggest that integrating user-oriented features, data privacy assurance, and environmentally responsible design into digital product strategies is essential to influence consumer decision-making. This study contributes to the discourse on sustainable digital marketing by emphasizing how these variables can serve as strategic levers for enhancing purchase intention in highly saturated and dynamic mobile commerce markets.