Digital Marketing Strategies Influencing the Buying Behavior among College Students

Abstract

This study examined the influence of digital marketing strategies on the buying behavior of college students in a private university in Santiago City during the Academic Year 2024–2025. Specifically, it determined the respondents’ demographic profile in terms of age, sex, course, and year level; assessed the influence of digital marketing on buying behavior in relation to convenience, website design and features, time-saving, and security; and identified whether significant differences existed in respondents’ perceptions when grouped according to their demographic characteristics. The study employed a descriptive survey research design and utilized an adapted questionnaire as the primary data-gathering instrument. A total of 178 junior students served as respondents, selected through stratified random sampling. Data were analyzed using frequency count, percentage, weighted mean, standard deviation, and the Kruskal–Wallis H Test. Findings revealed that the respondents were predominantly 21 years old and below, female, and enrolled in Tourism Management and Hospitality Management programs. Results further showed that digital marketing significantly influences the buying behavior of college students, with website design emerging as the most influential factor, followed by convenience, time-saving, and security. Moreover, no significant differences were found in the respondents’ perceptions when grouped according to age, sex, and course. The study concludes that digital marketing strategies play a vital role in shaping the purchasing decisions of college students, regardless of demographic characteristics. It is recommended that businesses enhance website design, improve convenience and transaction efficiency, strengthen security measures, and promote digital literacy to further improve consumer engagement and purchasing experiences.