The Role of Digital Marketing in Purchase Intention and Purchase Decision (Lashkargah,Helmand)

Abstract

This study investigates the impact of digital marketing on consumer
purchase intention and decision-making in Lashkargah city, Helmand
province. The research follows a quantitative approach, targeting
internet and social media users in Lashkargah as the study population.
Based on Morgan's table, a sample of 300 individuals was selected, and
data were collected from them. The data were then analysed using SPSS
software, applying various tests. The findings of the study indicate that
digital marketing has a significant and positive effect on both purchase
intention (Beta = 0.670) and purchase decision (Beta = 0.592). This
means that a one-unit increase in digital marketing can lead to a 67%
increase in consumers' purchase intention, and a one-unit increase can
also result in a 59.2% rise in purchase decision. Purchase intention
refers to consumers’ willingness to buy a product or service, though the
final decision has not yet been made, whereas purchase decision implies
that consumers not only intend to buy but also take practical steps to
purchase the product. The research demonstrates that through digital
marketing, businesses can influence consumers' intention and decision
to buy their products and services. The study recommends that
businesses expand their digital marketing strategies to build customer
trust and loyalty. At the end of the study, the researcher has also
proposed several recommendations for businesses.