The effects of digital marketing implementation on online consumer in Selangor during COVID-19 pandemic

Abstract

The COVID-19 pandemic caused significant changes in many aspects especially towards small medium entrepreneurs (SMEs) as many of SMEs need to shut down their business due to movement control order (MCO) conducted by Malaysia government as SMEs cannot reach their customers. Previous studies show that having an effective digital marketing strategy in place might leave businesses vulnerable to severe setbacks towards SMEs. This research proposal aims to carry out and prove the possible potential effects and factors that influence digital marketing implementation towards online consumers in Selangor during COVID-19 pandemic. The methodology of this paper uses a descriptive qualitative approach by analyzing various previous literature on digital marketing scope of study. The sample size of the study is 235 respondents who were selected based on convenience sampling. The finding has discovered that there is a significant relationship between customer loyalty with implementation of digital marketing towards online consumers in Selangor during COVID-19 pandemic and there is a significance relationship between brand awareness and the implementation of digital marketing towards online consumer in Selangor during COVID-19 pandemic.

هل یتوسط الولاء علاقة التسویق الرقمی بنیة شراء العملاء فی شركات الطیران؟

“…Purchase intention can be defined as a pattern which are followed by the customer in his behavior to search, purchase, use, or evaluate goods, services, and ideas that are expected to satisfy his desires and needs (Keni et al, 2019;Yang, 2021). Purchase intention stems from the internal variables and factors of the customer, and the external variables which are surroundings that lead him to make a purchase decision (Takaya, 2016;Zaidi & Shukri, 2022). Digital marketing provides marketing information easily to the consumer, which helps him to make a purchase decision (Ali et al, 2020;Nisa & Pranesti, 2020).…”