Impact of Digital Marketing on Consumer Buying Behaviour

Abstract

The way people shop has changed completely in the last ten years. Before buying anything today, most people go online - they search, compare, read reviews, watch videos, and check what influencers are saying. All of this is driven by digital marketing. This research was done to understand exactly how digital marketing influences what consumers decide to buy. Primary data was collected from 110 respondents through a 20-question structured questionnaire. The data was analysed using Microsoft Excel through frequency, percentage, and mean score analysis. The study found that online reviews are the strongest influence on purchase decisions with a mean score of 4.44, followed by search engine research at 4.34 and social media advertising at 4.29. Overall 85.4 percent of respondents rated their digital marketing experience as positive with an overall mean score of 4.04. All three research hypotheses were accepted. The study concludes that digital marketing has a strong, direct, and positive impact on consumer buying behaviour.