The Impact of Digital Marketing Strategies on Consumers' Online Buying Behaviour of University Students Towards Brands in Kuala Lumpur, Malaysia

This research paper delves into the effects of digital marketing on the buying behaviour of online consumers in universities. It focuses on the impact of social media marketing and online display ads on the purchasing behaviour of consumers in the cosmetic industry. The study posits that the use of digital marketing platforms has a continuous influence on consumers' attitudes, beliefs, purchasing patterns, and intentions. To gather data, a questionnaire was distributed to 100 participants within the Klang Valley. The research used quantitative methods to analyze the data using IBM SPSS software to provide reliability and validity tests. The findings, which are of significant importance, not only confirmed a positive correlation between digital marketing and consumer online buying behaviour but also shed light on the specific strategies that are most effective. These results are crucial for marketers and service providers looking to enhance their understanding of consumer buying behaviour and improve their marketing strategies.