IMPACT OF DIGITAL MARKETING ON CUSTOMER DECISION MAKING THROUGH THE MODERATING EFFECT OF PRIVACY CONCERN

Abstract

The rapid shift in consumer behavior and popularity of social networking sites is pushing marketers to use creative approaches to attract consumers. This study investigates the influence of digital marketing on customers' decision-making processes using a quantitative research approach. A structured questionnaire based on a 5-point Likert scale was distributed to 350 respondents selected through random sampling. The research analyzes key digital marketing strategies including social media marketing, email campaigns, and search engine advertising and their effects on consumer behavior, such as brand perception, purchase intention, and customer loyalty. Data was analyzed using SPSS for descriptive and inferential statistics, while SMART PLS was employed for structural equation modeling (SEM) to assess relationships between variables. The findings reveal how digital marketing tactics shape consumer choices and provide actionable insights for businesses to enhance their online engagement strategies.The results demonstrate that targeted and interactive digital marketing significantly impacts consumer decision-making, with personalized content and social media influence playing crucial roles. However, challenges such as ad fatigue and data privacy concerns were also identified as potential barriers. By leveraging SPSS for statistical analysis and SMART PLS for predictive modeling, this study offers a comprehensive understanding of digital marketing’s effectiveness. The research contributes valuable recommendations for marketers to optimize campaigns, improve customer engagement, and drive informed purchasing decisions in a competitive digital landscape.