The effectiveness of digital marketing on consumers’ post-purchase decision

Ong, Boon Zian (2018) The effectiveness of digital marketing on consumers’ post-purchase decision. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Due to the dramatically growth of technology, many organizations would like to move their business from traditional business into digital world. E-commerce has become the trend of business todays. This has open an opportunity for the marketers to conduct marketing activities in the digital world. Besides that, due to the technology advancement, the rise of the internet and the development of Web 2.0, it has enabled the interconnectivity of the consumers to increase. As a result, the consumer behavior has changed. It is very important for the organization to understand the consumers’post-purchase in order to reduce cognitive dissonance and build a long term relationship with the consumers. For that reason, this study was conducted to study the effectiveness of digital marketing on consumers’ post-purchase decision. The data will collect using questionnaires from 384 respondents in Selangor and Melaka area. The factors that may influence the effectiveness of digital marketing on consumers’ post-purchase decision include perceived ease of use, perceived usefulness, perceived benefit and perceived risk. In this research, perceived ease of use and perceived risk were significant in influencing the effectiveness of digital marketing on consumers’ post-purchase decision. The result of this study contributes exceptional judgement to marketers and the organizations in Malaysia.

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