Catalysing Choices: The Impact of Digital Marketing on Purchase Behaviour

Abstract

Digital marketing has significantly affected consumer-purchasing behaviour, providing consumers with more options to study and acquire products and services. It has also made it easier for businesses to target specific audiences, allowing them to tailor their advertising to their interests and needs in the present investigation, first, it was tried to categorize the total respondents based on different demographic factors and then examine their relationship with the impact of digital marketing. The study found that digital marketing significantly influenced purchase decisions in 17.7% of respondents, while it moderately influenced 24.0%. Due to the implementation of the system, purchasing frequency increased by 45.5% while decreasing by 36.50%.These findings imply that digital marketing has a significant impact on consumer purchase behaviour as consumers can make purchases on the go without giving them much thought, potentially helping or hurting businesses depending on the product or service being sold. Changes in brand loyalty, store loyalty, and store loyalty were not observed.