DIGITAL MARKETING STRATEGIES AND CONSUMER BUYING DECISIONS: A CASE STUDY OF ED TECH FOR KIDS CO., LTD.

Abstract

The objective of this research was to study the relationship between digital marketing and the purchasing decisions of customers at Ed Tech for Kids Co., Ltd. This study employed a quantitative research methodology. The research population consisted of 2,110 customers of Ed Tech For Kids Co., Ltd., from which a sample of 337 participants was selected using a simple random sampling technique. The research instrument was a questionnaire, which was validated for content validity by three experts and tested for reliability using Cronbach’s alpha coefficient. Data collection was conducted online through the company’s customer database. Data analysis was performed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as Pearson correlation analysis. The research findings revealed that, overall, digital marketing strategies had a positive relationship with the purchasing decisions of customers at Ed Tech For Kids Co., Ltd. at a statistically significant level of .01. The correlation was found to be at a high level, confirming the established hypothesis. When considering each aspect individually, it was found that all factors had a positive relationship with purchasing decisions at a moderate level, with statistical significance at the .01 level across all variables. The factors, ranked by their correlation coefficients from highest to lowest, were: E-mail Marketing (highest correlation), followed by Influencer Marketing, Content Marketing, Website, Social Media Marketing, and Search Engine Optimization (SEO), respectively.

Keywords: Digital Marketing Strategy, Purchase Decision, Product