The Impact of Digital Marketing on Consumer Purchase Behavior
DOI:
https://doi.org/10.55578/jedip.2604.004Keywords:
Digital Marketing, E-Commerce, Content Marketing, Consumer Trust, Online Shopping Experience, Product PricingAbstract
This study examines how digital marketing components influence consumer buying behavior in e-commerce, with perceived enjoyment as a mediator. Key factors such as content marketing, consumer trust, online shopping experience, and product pricing were analyzed using a structured questionnaire from 200 online shoppers. IBM SPSS and PLS-SEM were employed for data analysis. Results show that content marketing and consumer trust enhance perceived enjoyment, which in turn drives purchase behavior, while product pricing and shopping experience have weak direct effects. Perceived enjoyment mediates the relationship between digital marketing and buying behavior. The findings provide practical insights for businesses to improve consumer engagement and highlight the importance of emotional factors in e-commerce.
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Copyright (c) 2026 Roya Anvari, Kehinde Musa, Rokhsareh Mobarhan (Author)
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