The Influence of Digital Marketing on Purchasing Decisions via Social Media
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Abstract
This research aimed to study the level of digital marketing and decision-making on purchasing products via social media, and to examine the influence of digital marketing on decision-making on purchasing products via social media. This study employed a quantitative research approach. The sample group consisted of 400 internet users who shopped through social media, selected by purposive sampling. The data were analyzed using frequency, mean, standard deviation, and multiple regression analysis. The results indicated that the overall level of digital marketing was high. In addition, the overall and individual aspects of purchasing decisions made through social media were also at a high level. Furthermore, the factors of social media, websites, and content marketing were found to have a statistically significant influence on purchase decisions through social media platforms at the 0.05 level. The findings of this study can be applied to digital marketing strategies, particularly for businesses operating through social media platforms. Businesses should focus on creating engaging content, optimizing their websites, and building continuous customer relationships through social media. Moreover, digital marketing plays a crucial role in shaping consumer behavior, especially through social media platforms. Therefore, businesses should adapt to changing consumer trends and prioritize the use of social media and the development of high-quality digital content to motivate consumers and build trust in purchasing decisions.
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