THE IMPACT OF DIGITAL MARKETING ON CONSUMER PURCHASING BEHAVIOR IN THE E-COMMERCE INDUSTRY IN Malaysia

Abstract

This study investigates how digital marketing influences consumer behavior in Malaysia’s growing e-commerce sector. With the rapid expansion of e-commerce and the increasing relevance of digital platforms in everyday life, it is essential to understand how digital marketing strategies affect consumer choices and online purchases (Saura et al., 2020). This study aims to provide new insights by focusing on digital marketing’s specific impacts within Malaysia. The research will utilize quantitative methodology. This methodology will involve a survey of a broad group of e-commerce consumers in Malaysia, gathering data on their purchasing behavior, brand loyalty, and responses to various digital marketing channels. Findings from this research are expected to highlight the effectiveness of digital marketing tactics in shaping consumer behavior in Malaysia’s e-commerce context. By analyzing different digital marketing channels, this study will pinpoint key factors that influence consumer engagement, trust, and loyalty towards e-commerce brands. These insights will be valuable for both academics and industry professionals, enhancing understanding of the factors that drive consumer behavior online and aiding businesses in crafting more effective digital marketing strategies. Ultimately, this research will offer actionable guidance to optimize digital marketing practices to improve customer interaction and satisfaction in Malaysia’s competitive e-commerce environment.