TÜKETİCİ SATIN ALMA KARARINDA DİJİTAL PAZARLAMA ETKİSİNİN ARAŞTIRILMASI
RESEARCHING THE EFFECT OF DIGITAL MARKETING ON CONSUMER PURCHASE DECISION

Summary/Abstract: The rate of change of technology in today's world is remarkable. We can even say that it shapes our daily lives. With the rapidly developing technology, consumers have started to interact more with the internet and e-commerce. Many consumers prefer to buy their product needs online. For this reason, many companies use digital marketing applications to exist in the electronic commerce environment and to increase their market shares. Companies want to enable consumers on the internet to prefer their products by using digital marketing applications. For this reason, the effect of digital marketing applications made by companies on consumer behaviour and purchasing decisions has been seen as a subject that needs to be examined. The first-hand data collection technique was determined by the online survey method. Second-hand data collection technique was used in this field from internet resources, theses and journals in the literature. 265 people participated in the survey. The survey results were analysed with the SPSS 26 program. With the survey results, t-test analysis, one-way anova analysis, reliability analysis, frequency analysis was performed. As a result, it has been revealed that digital marketing affects the consumer purchasing decision in certain ways.

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