The Effect of Digital Marketing on Purchasing Decisions: A Case Study in Saudi Arabia

This study's main goal was to investigate how digital marketing influences consumers' decisions to purchase. The study's objectives were to evaluate Bahrain's digital media channels that can affect consumers' decisions to purchase and to determine which product categories they purchase from these platforms. Furthermore, surveys were sent using a straightforward sampling method and gathered from the Bahraini market. Out of the 300 questionnaires distributed, 250 complete responses were received (25 people did not respond, 10 people did not complete the questionnaires but the questionnaires were modified using data screening 10 people were referred to respond, and the remaining 15 did not respond because they were unavailable). Incomplete submissions were excluded. Those who freely chose to participate had an amazing 83% response rate as a consequence. In this research, various statistical methods, including reliability tests, descriptive analyses, multiple regressions, and correlation tests, were used in this study. The results of this study unambiguously show that digital marketing, via channels like social media and mobile marketing, has a big impact on what customers decide to buy. The purchasing decisions of customers are significantly influenced by these digital platforms. These digital channels have a profound impact on customer purchase decisions. The hypothesis testing conducted in Bahrain revealed the significant influence of various digital media platforms on student behavior. It was found that Bahraini students actively purchase products from a wide range of categories through these digital channels, and their decision-making is greatly impacted by digital marketing strategies. Consequently, It is advised that Bahraini businesses embrace the digital era and use technology to raise brand recognition on these channels to be competitive in the modern business world.