Digital Marketing Effect on the Shopping Behavior of Customers: An Analysis

Abstract

The purpose of this research is to examine how social media marketing influences consumer purchase decisions. The objectives of this study are to define the concepts of social media marketing and consumer purchase behavior, conduct a literature review on these topics, perform primary research using questionnaires and interviews to assess the impact of social media advertising on consumer purchase behavior, and review the findings to make recommendations for the management of Dialog Axiata. This research employs a survey method, using a questionnaire distributed to the public to gather data on the impact of social media marketing on consumer purchase behavior. A total of 184 responses were collected through the Google Forms survey. Additionally, interviews were conducted with three employees at Dialog Axiata for further insights. Primary research also included the use of journal articles from previous studies. The collected data was analyzed using IBM SPSS statistics software. In this research, Cronbach's Alpha, regression analysis for the independent variables, correlation analysis for both dependent and independent variables, and descriptive statistics were conducted using SPSS software. The hypotheses identified for this study were accepted. Additionally, a significant positive correlation was found, supporting the overall validity of the study. This research addresses the issues encountered in the foundational articles. It also establishes a more efficient and straightforward process for developing social media marketing strategies to predict consumer purchase behavior.