Digital Marketing Awareness and Purchase Decision-Making among Online Shoppers: Evidence from Davao City, Philippines
DOI:
https://doi.org/10.69569/jip.2026.440xKeywords:
Buyer types, Davao City, Philippines, Digital marketing awareness, Online shopping, Purchase decision-makingAbstract
Despite the widespread use of digital marketing platforms, empirical evidence remains limited on the association between digital marketing awareness and purchase decision-making, and on whether these variables differ across buyer types among online shoppers in Davao City, Philippines. This study aimed to determine the levels of digital marketing awareness and purchase decision-making among online shoppers, examine whether these variables differ when respondents are grouped according to buyer-type characteristics, and determine whether a significant relationship exists between digital marketing awareness and purchase decision-making. A non-experimental quantitative research design employing descriptive-correlational and descriptive-comparative approaches was utilized. Data were collected from 400 online shoppers selected through quota sampling using a structured survey questionnaire. Respondents were classified into four buyer-type groups: impulsive, hedonic, dissonance-reducing, and habitual. Data were analyzed using the mean, standard deviation, one-way analysis of variance (ANOVA), and Pearson product-moment correlation coefficient (r). The findings revealed that digital marketing awareness (M = 3.48, SD = 0.258) and purchase decision-making (M = 3.53, SD = 0.233) were both rated very high. No statistically significant differences were found in digital marketing awareness, F(3, 396) = 1.43, p = .240, or purchase decision-making, F(3, 396) = 1.69, p = .175, when respondents were grouped according to buyer type. However, a statistically significant positive relationship was found between digital marketing awareness and purchase decision-making (r = .61, p < .001). The findings indicate that higher reported levels of digital marketing awareness were associated with higher reported levels of purchase decision-making among the respondents. The study concludes that digital marketing awareness is significantly associated with purchase decision-making while recognizing that the correlational design does not establish a causal relationship between the variables.
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