Impact of Digital Marketing on Consumer Purchasing Decision: A case study of Makerere University students

Abstract

The advancement of technology in the 21st century has led to interconnectivity of consumers to increase. As a result, consumer behavior has changed and a need for organizations to understand the impact of digital marketing on the consumer decision making process The research study analyzed how Makerere students’ purchasing behavior was impacted by digital marketing.

The research sought to assess how; Consumer information satisfaction, Consumer’s attitude towards spending time on the internet, Internet shopping experience, Frequency of internet usage among consumers and consumer level of trust in online advertisements impacts consumer’s purchasing decision.

The research methodology used consisted of using primary data where a sample of 100 respondents were given questionnaires to fill. The data was then entered in a Microsoft excel sheet. Analysis of the data was done by importing the data in the excel sheet into SPSS software where univariate, bivariate and multivariate analysis was conducted. The study found that customer’s purchasing behavior was at a large extent affected by information satisfaction, consumer’s attitude towards spending time on the internet, internet shopping experience, frequency of internet usage, and consumer level of trust in online advertisements.

The study therefore concluded that digital marketing has had a remarkable influence on consumer’s purchasing behavior and organizations should endeavor to take full advantage if they are to have a competitive advantage.