THE NEXUS BETWEEN DIGITAL MARKETING AND CONSUMER PURCHASE INTENTION OF APPAREL ITEMS – A MULTI-REGRESSION APPROACH

This research investigates the impact of digital marketing on consumer purchase intention of apparel items. The main purpose of the research is to analyze the implication of digital marketing in consumer purchase intention & to find out that the willingness to purchase apparel items. Due to globalization the shifting marketing trends are getting digitalized. With this digital marketing online purchase got a boost especially among the young generation. The study holds much significance for the consumer attitude to determine the main factors influencing for digital marketing on the consumer purchase intention, to retain the customer by providing information of apparels items to keep them satisfy and to make them trustworthy. A non-probability convenience sampling technique used to collect data. Questionnaire instrument was used to collect data. A correlation and regression used to analyze the relationship between the variables. The overall model extended successfully explained the effect of the predictors on willingness to purchase apparel items. These factors individually and together predict on willingness to purchase apparel items. Keywords: Consumer Attitude, Price, Social Media, Advertisment, Website Quality, Purchase Intention