In today's digital era, businesses are increasingly turning to digital marketing strategies to attract

and engage customers the influence of digital marketing on customer purchase behavior must be
measured. The effectiveness of online campaigns in driving actual sales can thus be ascertained
through metrics such as click-through rates, conversion rates, and engagement levels across
various digital channels. Other than this, a more profound understanding of how purchase
decisions are directly influenced by digital marketing initiatives can be obtained when their
customer journey touchpoints are analyzed, referral sources tracked, or advanced analytics
techniques employed. As such, businesses that have done a thorough evaluation of these factors
will redefine their strategies, optimize their investments, and subsequently better place
themselves to grow traffic and foster long-term customer relations in the digital. Moreover, every
advertising is done electronically, which the marketers use to communicate promotional messages
through your customer journey and measure its impact.

However, digital marketing in practice usually refers to online marketing campaigns appearing on a
computer, phone, tablet, or other device. Digital marketing can be conducted through various
channels which include online video, display ads, search engine marketing (SEM), paid social media
ads as well as social media posts. It is often compared with “traditional marketing” like print ads in
magazines, billboards on roadsides, direct mail, etc. Strangely, television is usually grouped under
traditional advertising means. While it is widely recognized that digital marketing plays a
significant role in shaping consumer behavior, especially Generation Z. As stated by Max (2024),
Generation Z sometimes known as “Zoomers,” is the demographic cohort that comes after
millennials and proceeds Generation Alpha. As of 2023 report, the Gen Z generation was born
between 1UU7 and 2012. Thus, the Gen Z age group of people from 11 to 2G age. Moreover, there
is still a gap in understanding the specific influence it has on customers' purchase intentions,
especially in the Philippine market that is why we aim to provide valuable insights for businesses
operating in the Philippine market to optimize their digital marketing efforts and enhance their
overall marketing effectiveness..

According to Lucy (2024), Digital marketing, also referred to as online marketing, encompasses all
online marketing initiatives. Enterprises utilize digital platforms including search engines, social
media, email, and additional websites to establish connections with both present and potential
customers. Additionally, this also includes communication through text or multimedia messages.
Furthermore, the study by Astoriano (2022) said that Digital marketing has changed the way
companies advertise their products and services. With the increase in internet usage and the
number of online retailers in the Philippines, it is important to understand the impact of digital
marketing on customer purchase intentions. There is a growing need to measure this impact and
investigate how online retailers can effectively use digital marketing strategies to attract and
engage customers. Digital marketing is currently the most popular strategy used by companies to
promote their products and services through online platforms, as many customers are now
influenced to buy products thanks to online platforms such as Facebook, TikTok, Instagram, etc.
Because content is tailored to each customer's preferences, digital marketing can strengthen
customer relationships (The Philippines has become an attractive market for online sellers with its
growing number of internet users.

As stated by Digital 2023: Philippines magazine, there are approximately 85.1G million internet
users in the country, which represents a large number of potential customers that online retailers
can target with their digital marketing. With the majority of Filipinos using the Internet to obtain
information and entertainment, digital marketing has become an important strategy to reach and
engage prospects. On the other hand, Dwivedi (2021) said that the main goal of digital marketing is
to attract customers and give them the opportunity to communicate with companies through digital
media. The use of social media has become an important part of people's lives around the world.
This allows businesses to achieve their marketing goals at a relatively low cost using digital and
social media

The study by Habib (2022), said these strategies allow companies to create personalized and
targeted marketing campaigns that can influence customers' purchase intentions. For example,
social media platforms such as Facebook and Instagram allow online retailers to showcase their
products, engage with potential customers, and create urgency with limited-time offers and
promotions that influence customers to buy. In addition, digital media consumption is more
common among consumers and is replacing traditional media. Instead of traditional media, people
spend more time with digital media every day.

Furthermore, as stated by Ruparel (2022), said that as competition among online retailers in the
Philippines continues to intensify, measuring the impact of digital marketing on customer purchase
intentions becomes even more critical. This allows businesses to stay ahead of the competition by
constantly optimizing their digital marketing strategy to better resonate with their target audience
and drive purchasing behavior. By understanding the unique factors that influence the purchase
intentions of Filipino consumers through digital marketing, online retailers can adapt their strategies
to effectively attract their customers and differentiate themselves in the market. Organizations can
have several beneficial and negative consequences from the impact of digital. technology and
social media marketing. Related to luxury fashion brands, lifestyle products, e-commerce. Several
studies have shown that the practice of digital marketing has a positive effect on customer
acquisition, retention, product reputation, sustainability, loyalty, and purchase intention

Despite its many benefits, digital marketing is not without drawbacks and complications. It takes
time and work to establish a good social media presence, and business owners frequently need to
post and interact on a regular basis. A thorough awareness of the various platforms, as well as the
capacity to produce interesting content, evaluate data, and make decisions based on that data, are
necessary for effective social media marketing. Every platform is different and frequently needs to
be understood in its own right. Furthermore, social media companies frequently alter their policies
and techniques, which can make it challenging to forecast and sustain success. Social media
facilitates consumer communication, but it also gives users a forum to make public their concerns
and complaints which can damage a company's reputation if not handled properly.

This study examines the importance of digital marketing to online shoppers and the ways it
motivates and satisfies consumers. This also presents an opportunity to gain valuable insights into
the influence of digital marketing on the purchase intentions of the Gen Z demographic in the
Philippine market, particularly in Guagua Pampanga. By understanding the specific impact of
digital marketing on customer behavior, businesses can optimize their digital marketing efforts to
effectively target and engage this demographic. Furthermore, this study aims to bridge the gap in
understanding the unique factors that drive the purchase intentions of Filipino consumers, leading
to more effective and tailored marketing strategies for businesses operating in the Philippine
market. Additionally, this research presents an opportunity to enhance the overall marketing
effectiveness of businesses by leveraging the insights gained to better resonate with the Gen Z
audience and drive purchasing behavior in the digital landscape.

The findings of this study will benefit both businesses and customers by offering actionable insights
into the effectiveness of digital marketing in influencing purchase decisions. This study will
increase customer understanding of the importance of digital marketing at the time of their
product purchase. For businesses, the study's findings have the potential to provide actionable
recommendations for companies especially online retailers to optimize their digital marketing
strategies and enhance their overall marketing effectiveness. Additionally, this research offers the
potential to uncover new opportunities for companies to differentiate themselves and stay ahead
of the competition by resonating with their target audience and driving purchasing behavior
through digital marketing.