THE IMPACT OF DIGITAL MARKETING ON

CONSUMERS’ PURCHASE DECISION

Ma. Nova G. Mosiclar Cristy A. Legaspe

BSBA FM3A BSBA FM3A

Rosalinda S. Mosiclar
BSBA FM3A
 Rationale
Problematic Issue
-Some of these
challenges include digital
marketing can be low
impact from visual
standpoint, digital
marketing can lead to
content and email
overload, digital
marketing can be
mimicked for fraudulent
activities, and digital can
exacerbate a bad
experience and poor
reviews via social media
(Tellefsen, 2020).
Significance of Study Relationship of Variables Research Gap
-This study, will give a -Technology has changed -There are still some
quick overview of digital consumer behaviour by gaps that need to be
marketing and offer making it easier to order, explored further. Limited
instructions for purchase, and pay for studies have been done
products, which has
individuals who wish to impacted the decision- on digital marketing from
comprehend, assess, and making process when it organizations’perspective
research this field, as comes to product purchases. s as studies have focused
well as the impact of on the consumer ( Tiago
digital marketing on and Verissimo, 2014)
consumers' purchasing
decisions.
 Objective of the
Study
This study aims to determine The Impact of Digital Marketing on Consumers’ Purchase
decisions. Specifically, it sought to:

1. To determine the level of Digital Marketing, in terms of:

1.1 Email Marketing
1.2 Social Networking Marketing
13 Mobile Phone Marketing
1.4 Website
 Objective of the Study (cont.)
2. To assess the level of the Consumers Purchase Decision in terms of;
2.1 Brand Concern
2.2 Convenience Concern
2.3 Social Influence Concern
2.4 Dependency Concern
2.5 Price Concern
 
Objective of the Study (cont.)
2.6 Product Features Concern
2.7 Self-Actualization
2.8 Relative Advantage
2.9 Compatibility
2.10 Aesthetic Value
 Hypothesis
Hypothesis

H1: There is no significant relationship between Digital Marketing

and Consumers Purchase Decision

H2: There is a significant influence of Digital Marketing on

Consumers’ Purchase Decision
 Significance of the Study
This study aims to determine the impact of digital marketing on consumers’
purchase decisions. Specifically, the outcome of this research is beneficial to the
following:

Consumers. This study may benefit the consumers, specifically the individuals in
the Municipality of Poblacion Lianga Surigao del Sur for this may help them better
understand digital marketing and how it impacts their purchasing decisions.

Future Researchers. This study is beneficial to future researchers, for this may
serve as a guide for them to decide which appropriate approach to venturing into
digital marketing and for them to know the beneficial impact on sellers’ and consumers
well-being in the new modern era of marketing.
Scope and Delimitation
This study focuses on The Impact of Digital Marketing on Consumers’
Purchase Decisions in the Municipality of Poblacion Lianga, Surigao del
Sur with a population of 4,257 as of the year 2022. The time period only
applies to the academic year 2023-2024. The place is chosen for this study
because this place is lack markets that supply products and brands, which
results in consumers purchasing online.
 Theoretical Framework
Three (3) theories are supported in this study:

 The Market Segmentation Theory

 Hawkins Stern’s impulsive buying theory
 The Reasoned action theory.
Conceptual Framework

Independent Variable Dependent Variable

Figure 1. The Conceptual Framework of the

Study
 Conceptual Framework (cont.)
The concept of this study is to examine The Impact of Digital Marketing on
Consumers’ Purchase Decisions.

The two variables employed in this study are shown in the figure above, with
digital marketing serving as the independent variable with the indicators email
marketing, social Network Marketing, Mobile Phone Marketing, and Website.
Consumers’ purchase decisions serving as the dependent variable with the indicators
Brand Concern, Convenience Concern, Social Influence Concern, Dependency
Concern, Price Concern, Product Features Concern, Self-Actualization, Relative
Advantage, Compatibility, and Aesthetic Value.
 Definition of Terms
The researchers operationally defined the phrases below for readers to comprehend the
study completely:

Digital marketing- This term refers to promoting products, and services and reaching
consumers using digital channels, it includes email marketing, social media marketing, Mobile
Phone Marketing, and website.

Consumers Purchased decision- This term refers to the thought process that leads a
consumer from identifying a need, generating options, and choosing a specific product and brand
such as Brand Concern, Convenience Concern, Social Influence Concern, Dependency Concern,
Price Concern, Product Features Concern, Self-Actualization, Relative Advantage, Compatibility,
Aesthetic Value.
Download Questionnaire
Independent variable
Download Questionnaire
Independent variable
Download Questionnaire
Dependent Variable
Download Questionnaire
Dependent Variable
Download Questionnaire
Dependent Variable
REFERENCES
Hughes, John (2020). The evolution of digital marketing.
https://www.wrike.com/digital-marketing-guide/what-is-digital-marketing/
Alzyoud M. F. (2018). Does Social Media Marketing Enhance Impulse Purchasing
Among Female Customers Case Study of Jordanian Female Shoppers. Journal
Of Business and Retail Management Research, 13(2), 135
151 https://doi.org/10.24052/jbrmr/v13is02/art-13
Tellefsen, Mary Ellen G. (2020). The Pros and Cons of Digital Marketing.
https://bankingjournal.aba.com/2020/01/the-pros-and-cons-of-digital-marketing/

 
 
 
 REFERENCES
Barone, Adam (2023). Digital Marketing Overview: Types, Challenges, and Required
Skills. https://www.investopedia.com/terms/d/digital-marketing.asp
Pires, P.B.; Santos, J.D.; Brito, P.Q.d.; Marques, D.N. Connecting Digital Channels to

Consumers’ Purchase Decision-Making Process in Online Stores. Sustainability

2022, 14, 14392. https://doi.org/10.3390/su142114392
Qazzafi, S. (2019). Consumer buying decision process toward products. International
Journal of Scientific Research and Engineering Development, 2(5), 130-134
Reddy, Girshwyn (2016). Digital Marketing Impact on The Consumer Decision Making
Process In Nike’s Customer Retail Operations in South Africa, 2
Tiago, M. T. P. M. B., & Verissimo, J. M. C. (2014). Digital marketing and social media:
Why bother? Business Horizons, 57(6), 703-708.