CUSTOMER BEHAVIOR: How to important is digital marketing in attracting buying interest?

Renu Nurhasana, Basthoumi Muslih

Abstract


This research explores how important digital marketing is in attracting consumer buying interest with a case study on fruit market conditions in Banyakan Kediri Regency presented through the YouTube platform. The purpose of the study was to understand the relationship between the indicators of "view," "like," and "comment" in vlogs and news displayed on the YouTube platform on consumer buying interest. Quantitative research methods with a correlational study approach were used to analyze data from five videos relevant to fruit market keywords. The results showed a strong correlation between the number of "likes" and "comments" and buying interest, indicating that positive interactions and audience engagement play a significant role in purchasing decision making. The implication of this research is that digital marketing, especially through the YouTube platform, can increase consumer buying interest through positive interactions and responses. These findings contribute to the understanding of consumer behavior in the digital age, provide insights for marketers to utilize "like" and "comment" indicators in their digital marketing strategies, and stimulate further research into the influence of digital platforms in consumer purchase decision making

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