The Influence of Digital Promotion and Competitive Pricing on Purchase Intention and Impulsive Buying in Marketplaces with Digital Literacy as a Moderating Variable

Abstract

This study examines the influence of digital promotion and competitive pricing on online purchase intention and impulsive buying behavior in e-commerce marketplaces, with digital literacy as a moderating variable. The increasing development of digital commerce has changed consumer behavior, making promotional strategies and pricing competition important determinants in online purchasing decisions. The objective of this research is to analyze the direct effects of digital promotion and competitive pricing on purchase intention and impulsive buying, as well as the moderating role of digital literacy. A quantitative approach was applied using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with 100 respondents collected through a Likert scale questionnaire. The results of the measurement model indicate that several indicators have low validity and reliability, although the structural relationships remain theoretically relevant. The findings suggest that digital promotion and competitive pricing influence consumer behavior, while digital literacy strengthens or weakens these effects. The study concludes that construct refinement is necessary for stronger model accuracy.