Effects of Internet Marketing to Consumer Buying Behavior of Food Business
Journal Title: International Journal on Hospitality and Tourism Research - Year 2023, Vol 2, Issue 1
Abstract
In today’s situation, internet marketing is the best way of advertising food products because most customers search online and buy online. It is a way of making awareness in order to promote a certain product to the market is referred to as an advertising. While the buying behavior of a consumer is referring to the behavior that a consumer takes before buying a product or service in both online and offline. In addition, internet marketing refers to the techniques or strategies used to advertise products and services on the internet and through other digital platforms. The purpose of this paper is to assess the Effects of Internet Marketing on Consumers Buying Behavior by assessing their impacts on consumers’ Attention, Interest, Desire, and Action. Using the sample size calculator by Raosoft, with a 5% margin of error and a level of confidence of 95%, participants in the survey were also selected using a convenience sampling method with 384 respondents. A quantitative research design was used in the study and the items are presented using frequency, percentages, and mean. The paper also revealed that internet marketing and consumer buying behavior have the same level. Moreover, internet marketing captured the attention, interest, desire, and action of most online consumers and agreed. Using Pearson’s correlation, the findings show that internet marketing and consumer buying behavior have a significant relationship.
Authors and Affiliations
Grachiela Ancheta, Patrick Ian P. Alonzo, Danielle C. Basilio, John Davidson Aranda, and Jessie Amiel Roldan
Keywords
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