Impact of Digital Marketing on Purchasing Decision : A Case Study of Kabul Province

Abstract

Digital marketing has become an essential strategy for businesses looking to influence customer behavior, improve communication, and boost sales. This study looks at how digital marketing affects customer purchasing decisions in electronic stores in Kabul province, Afghanistan. The study focuses on six key digital marketing dimensions: social media marketing, online advertising, email marketing, search engine optimization (SEO), pay-per-click advertising (PPC), and mobile marketing. The study's goal is to determine how digital marketing strategies influence consumer purchasing decisions in the Afghan electronic market. A structured questionnaire with a five-point Likert scale was used to collect primary data from respondents. Customers in Kabul Province, Afghanistan, who used electronic products were the target population. Using Cochran's formula, a sample size of 384 respondents was calculated and chosen using stratified random sampling. Statistical analyses were carried out using SPSS software, which included descriptive statistics, normality testing, linearity testing, and simple linear regression. The study's conclusions showed that consumer purchasing decisions are significantly and favorably impacted by digital marketing. Digital marketing explained 50.7% of the variance in customer purchasing decisions (R² = .507), and the regression analysis showed a strong positive relationship between digital marketing and purchasing decisions (R = .712). The significant impact of digital marketing on consumer purchasing behavior was further confirmed by the standardized regression coefficient (β =.712, p <.001). The study suggests that future researchers look into other Afghan provinces and industries and look into how each aspect of digital marketing affects consumer buying habits.