The Effect of Digital Marketing on Purchase Intention; The Case Of Yene Pay Financial Technologies in Ethiopia
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Date
2024-07
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Addis Ababa University
Abstract
Analyzing the impact of digital marketing on purchase intention in the context of Yene Payfinancial technologies was the aim of this study. Purchase intention was employed as the
dependent variable, and digital marketing strategies such search engine optimization,online display ads, social media marketing, websites, and email marketing were employed
as the independent variables. Three hundred and eighty-four Yene pay financial technologyclients made up the study's sample respondents. 358 of the 384 distributed questionnaires
on a five-point Likert scale were found to be valuable for the study. A structuredquestionnaire was utilized to gather primary data from the 384 respondents. Explanatory
research design was the method the researcher employed. Descriptive and inferentialstatistics, including frequencies, percentages, means, standard deviations, correlation, and
multiple linear regression, were employed in the analysis of the gathered data using theSPSS software 21.0 version. The study's findings indicate that the company's current digitalmarketing strategy is assessed as good. Additionally, there is a positive correlation betweenthe dependent variable of purchase intention and all five of the examined digital marketing
aspects. Additionally, the purchase intentions of Yene pay financial technologies clients arepositively and significantly impacted by three of the five independent variables: email
marketing, social media marketing, and website. Email marketing was found to have thegreatest impact on purchase intention, with social media and website marketing following
closely behind. Based on this finding, the researcher suggests that the business assign thethree criteria a priority according to how much of an impact they have on customers'
intentions to make a purchase.
Key words: Yene pay financial technologies, purchase intention, digital marketing