Analysing the Impact of Digital Marketing Strategies on Consumer Buying Behaviour

Abstract

This study investigates the impact of digital marketing strategies on consumer buying behaviour, focusing on key factors such as website design, time-saving, security features, and consumer trust. A regression analysis was conducted using data from 150 respondents to examine how these factors influence consumer purchasing decisions in the digital marketplace. The results indicate that all the factors significantly affect consumer buying behaviour, with security features being the most influential predictor. The study demonstrates that website design, time-saving, and consumer trust also play critical roles in shaping consumer preferences and purchasing actions. The findings underscore the importance of integrating user-friendly website designs, effective time-saving features, and robust security measures into digital marketing strategies. This research provides valuable insights for businesses aiming to optimize their digital marketing efforts and enhance consumer engagement, ultimately leading to increased customer satisfaction and business growth.