Browsing by Author "Firaol Kidanemariam"

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    The Effect of Digital Marketing on Consumer Buying Decision: The Case of Selected Food Service Providers in Addis Ababa, Bole sub-city
    (Addis Ababa University, 2023-07) Firaol Kidanemariam; Getie Andualem (PhD)
    The aim of this research was to look into "The Effect of Digital Marketing on Consumer Buying Decisions on Selected Food Service Providers in Addis Ababa." Search Engine Optimization, Pay-Per-Click Marketing, Web Design Marketing, E-mail Marketing, Mobile Marketing, Social Media Marketing, Affiliate Marketing, and Content Marketing for consumers were all extensively investigated in this study. 380 questionnaires were distributed to and collected from food service companies using a suitable sample method. From the 380 questionnaires issued, 368 available samples were obtained, yielding a 97% response rate to all participants who volunteered to participate. According to the study's findings, Search Engine Optimization, Pay-Per-Click Marketing, E-mail Marketing, Social Media Marketing, Affiliate Marketing, and Content Marketing have a positive and significant effect on consumer purchasing decisions in food service providers. Among the variables examined, content marketing had a significant effect on consumer purchasing decisions, followed by optimization for search engines marketing, affiliate marketing, email marketing, and social media marketing. Thus food service providers are recommended to focus on search engines marketing, affiliate marketing, email marketing, and social media marketing to assist consumer buying decisions