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Abstract

The rapid proliferation of digital platforms has fundamentally transformed how consumers discover, evaluate, and purchase products. This study investigates the role of multi-platform touchpoints in shaping customer purchase decisions through the lens of Customer Journey Mapping (CJM). Drawing on a mixed-methods design, data were collected from 385 online shoppers in Indonesia through structured questionnaires and supplemented by 20 in-depth interviews. Structural Equation Modelling (SEM) was employed to quantify the relative influence of each touchpoint across five journey stages: awareness, consideration, evaluation, purchase, and post-purchase loyalty. Findings reveal that social media platforms, particularly Instagram and TikTok, exert the strongest influence during the awareness stage (β = 0.742, p < 0.001), while e-commerce platforms dominate at the evaluation and purchase stages. Customer reviews and ratings emerged as the most persuasive touchpoint across all stages (β = 0.764). The study further identifies critical cross-platform switching patterns, demonstrating that consumers typically engage an average of 4.7 touchpoints before completing a purchase. These findings provide actionable insights for marketing managers seeking to optimise omnichannel strategies and allocate resources across the customer journey

Keywords

Customer Journey Mapping, Multi-Platform, Touchpoint, Purchase Decision, Omnichannel Marketing.

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This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Desa Nota, I. P., & Engkus. (2026). Customer Journey Mapping In The Multi-Platform Era: A Touchpoint Analysis Of Purchase Decision-Making. Economics and Digital Business Review, 7(2), 370–380. https://doi.org/10.37531/ecotal.v7i2.3910
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