Influence of Digital Marketing on Consumers’ Purchasing Decision in Tailoring Industries in Zanzibar: A Case of Special Department Industrial Development Unit (SDIDU)

Hawa Abdalla Omar; Abdalla Ussi Hamad; Salama Yusuf

doi:doi:10.11648/j.ijebo.20221004.13

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Influence of Digital Marketing on Consumers’ Purchasing Decision in Tailoring Industries in Zanzibar: A Case of Special Department Industrial Development Unit (SDIDU)

Hawa Abdalla Omar, Abdalla Ussi Hamad, Salama Yusuf

Published in International Journal of Economic Behavior and Organization (Volume 10, Issue 4)

Received: 25 November 2022 Accepted: 12 December 2022 Published: 28 December 2022

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Abstract

The main objective of this research was to examine the Influence of digital marking on consumers’ purchasing decision in Tailoring industry in Zanzibar. Specifically, the study examines the influence of Mobile App Marketing and Social Media Marketing on Consumers’ Purchasing Decision in Tailoring Industries in Zanzibar: A Case of Special Department Industrial Development Unit (SDIDU). A nature of this study is quantitative. Furthermore, questionnaires were given to the customer of SDIDU based on a simple sampling technique. About 269 questionnaires were distributed among customers of SDIDU, only 28 questionnaires were not returned, whereas 241 questionnaires were returned. From the descriptive analysis, the results indicate that over 60 percent of the total respondents were agree and strong agree that social media marketing and mobile apps are influencing consumers’ purchasing decision. The results from multiple regression revealed that social media marketing and mobile apps have positive and significant relationship with consumers’ purchasing decision. The study concluded that through digital marketing were already knows the product and is looking for more information to assess its diverse products and alternatives to complete the purchasing decisions. Finally, according to this result, the study recommended that it is necessary for the firm or company to have a clear strategic plan especial on advertisement of the firm product. This is the world of technology so it impossible for any firm not using a digital marketing tools to advertise their product or/and services especially social media and mobile appl.

Published in	International Journal of Economic Behavior and Organization (Volume 10, Issue 4)
DOI	10.11648/j.ijebo.20221004.13
Page(s)	106-112
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2022. Published by Science Publishing Group

Keywords

Social Media Marketing, Mobile Apps, Consumers’ Purchasing Decision, Multiple Regression

References

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Hawa Abdalla Omar, Abdalla Ussi Hamad, Salama Yusuf. (2022). Influence of Digital Marketing on Consumers’ Purchasing Decision in Tailoring Industries in Zanzibar: A Case of Special Department Industrial Development Unit (SDIDU). International Journal of Economic Behavior and Organization, 10(4), 106-112. https://doi.org/10.11648/j.ijebo.20221004.13

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ACS Style

Hawa Abdalla Omar; Abdalla Ussi Hamad; Salama Yusuf. Influence of Digital Marketing on Consumers’ Purchasing Decision in Tailoring Industries in Zanzibar: A Case of Special Department Industrial Development Unit (SDIDU). Int. J. Econ. Behav. Organ. 2022, 10(4), 106-112. doi: 10.11648/j.ijebo.20221004.13

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AMA Style

Hawa Abdalla Omar, Abdalla Ussi Hamad, Salama Yusuf. Influence of Digital Marketing on Consumers’ Purchasing Decision in Tailoring Industries in Zanzibar: A Case of Special Department Industrial Development Unit (SDIDU). Int J Econ Behav Organ. 2022;10(4):106-112. doi: 10.11648/j.ijebo.20221004.13

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@article{10.11648/j.ijebo.20221004.13,
  author = {Hawa Abdalla Omar and Abdalla Ussi Hamad and Salama Yusuf},
  title = {Influence of Digital Marketing on Consumers’ Purchasing Decision in Tailoring Industries in Zanzibar: A Case of Special Department Industrial Development Unit (SDIDU)},
  journal = {International Journal of Economic Behavior and Organization},
  volume = {10},
  number = {4},
  pages = {106-112},
  doi = {10.11648/j.ijebo.20221004.13},
  url = {https://doi.org/10.11648/j.ijebo.20221004.13},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijebo.20221004.13},
  abstract = {The main objective of this research was to examine the Influence of digital marking on consumers’ purchasing decision in Tailoring industry in Zanzibar. Specifically, the study examines the influence of Mobile App Marketing and Social Media Marketing on Consumers’ Purchasing Decision in Tailoring Industries in Zanzibar: A Case of Special Department Industrial Development Unit (SDIDU). A nature of this study is quantitative. Furthermore, questionnaires were given to the customer of SDIDU based on a simple sampling technique. About 269 questionnaires were distributed among customers of SDIDU, only 28 questionnaires were not returned, whereas 241 questionnaires were returned. From the descriptive analysis, the results indicate that over 60 percent of the total respondents were agree and strong agree that social media marketing and mobile apps are influencing consumers’ purchasing decision. The results from multiple regression revealed that social media marketing and mobile apps have positive and significant relationship with consumers’ purchasing decision. The study concluded that through digital marketing were already knows the product and is looking for more information to assess its diverse products and alternatives to complete the purchasing decisions. Finally, according to this result, the study recommended that it is necessary for the firm or company to have a clear strategic plan especial on advertisement of the firm product. This is the world of technology so it impossible for any firm not using a digital marketing tools to advertise their product or/and services especially social media and mobile appl.},
 year = {2022}
}

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TY  - JOUR
T1  - Influence of Digital Marketing on Consumers’ Purchasing Decision in Tailoring Industries in Zanzibar: A Case of Special Department Industrial Development Unit (SDIDU)
AU  - Hawa Abdalla Omar
AU  - Abdalla Ussi Hamad
AU  - Salama Yusuf
Y1  - 2022/12/28
PY  - 2022
N1  - https://doi.org/10.11648/j.ijebo.20221004.13
DO  - 10.11648/j.ijebo.20221004.13
T2  - International Journal of Economic Behavior and Organization
JF  - International Journal of Economic Behavior and Organization
JO  - International Journal of Economic Behavior and Organization
SP  - 106
EP  - 112
PB  - Science Publishing Group
SN  - 2328-7616
UR  - https://doi.org/10.11648/j.ijebo.20221004.13
AB  - The main objective of this research was to examine the Influence of digital marking on consumers’ purchasing decision in Tailoring industry in Zanzibar. Specifically, the study examines the influence of Mobile App Marketing and Social Media Marketing on Consumers’ Purchasing Decision in Tailoring Industries in Zanzibar: A Case of Special Department Industrial Development Unit (SDIDU). A nature of this study is quantitative. Furthermore, questionnaires were given to the customer of SDIDU based on a simple sampling technique. About 269 questionnaires were distributed among customers of SDIDU, only 28 questionnaires were not returned, whereas 241 questionnaires were returned. From the descriptive analysis, the results indicate that over 60 percent of the total respondents were agree and strong agree that social media marketing and mobile apps are influencing consumers’ purchasing decision. The results from multiple regression revealed that social media marketing and mobile apps have positive and significant relationship with consumers’ purchasing decision. The study concluded that through digital marketing were already knows the product and is looking for more information to assess its diverse products and alternatives to complete the purchasing decisions. Finally, according to this result, the study recommended that it is necessary for the firm or company to have a clear strategic plan especial on advertisement of the firm product. This is the world of technology so it impossible for any firm not using a digital marketing tools to advertise their product or/and services especially social media and mobile appl.
VL  - 10
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Author Information

Hawa Abdalla Omar

Department of Marketing, Faculty of Business Administration, Zanzibar University, Zanzibar, Tanzania
Abdalla Ussi Hamad

Department of Economics, Faculty of Arts and Social Science, Zanzibar University, Zanzibar, Tanzania
Salama Yusuf

Department of Finance and Accounting, Faculty of Business Administration, Zanzibar University, Zanzibar, Tanzania

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APA Style

Hawa Abdalla Omar, Abdalla Ussi Hamad, Salama Yusuf. (2022). Influence of Digital Marketing on Consumers’ Purchasing Decision in Tailoring Industries in Zanzibar: A Case of Special Department Industrial Development Unit (SDIDU). International Journal of Economic Behavior and Organization, 10(4), 106-112. https://doi.org/10.11648/j.ijebo.20221004.13

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ACS Style

Hawa Abdalla Omar; Abdalla Ussi Hamad; Salama Yusuf. Influence of Digital Marketing on Consumers’ Purchasing Decision in Tailoring Industries in Zanzibar: A Case of Special Department Industrial Development Unit (SDIDU). Int. J. Econ. Behav. Organ. 2022, 10(4), 106-112. doi: 10.11648/j.ijebo.20221004.13

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AMA Style

Hawa Abdalla Omar, Abdalla Ussi Hamad, Salama Yusuf. Influence of Digital Marketing on Consumers’ Purchasing Decision in Tailoring Industries in Zanzibar: A Case of Special Department Industrial Development Unit (SDIDU). Int J Econ Behav Organ. 2022;10(4):106-112. doi: 10.11648/j.ijebo.20221004.13

Copy | Download

@article{10.11648/j.ijebo.20221004.13,
  author = {Hawa Abdalla Omar and Abdalla Ussi Hamad and Salama Yusuf},
  title = {Influence of Digital Marketing on Consumers’ Purchasing Decision in Tailoring Industries in Zanzibar: A Case of Special Department Industrial Development Unit (SDIDU)},
  journal = {International Journal of Economic Behavior and Organization},
  volume = {10},
  number = {4},
  pages = {106-112},
  doi = {10.11648/j.ijebo.20221004.13},
  url = {https://doi.org/10.11648/j.ijebo.20221004.13},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijebo.20221004.13},
  abstract = {The main objective of this research was to examine the Influence of digital marking on consumers’ purchasing decision in Tailoring industry in Zanzibar. Specifically, the study examines the influence of Mobile App Marketing and Social Media Marketing on Consumers’ Purchasing Decision in Tailoring Industries in Zanzibar: A Case of Special Department Industrial Development Unit (SDIDU). A nature of this study is quantitative. Furthermore, questionnaires were given to the customer of SDIDU based on a simple sampling technique. About 269 questionnaires were distributed among customers of SDIDU, only 28 questionnaires were not returned, whereas 241 questionnaires were returned. From the descriptive analysis, the results indicate that over 60 percent of the total respondents were agree and strong agree that social media marketing and mobile apps are influencing consumers’ purchasing decision. The results from multiple regression revealed that social media marketing and mobile apps have positive and significant relationship with consumers’ purchasing decision. The study concluded that through digital marketing were already knows the product and is looking for more information to assess its diverse products and alternatives to complete the purchasing decisions. Finally, according to this result, the study recommended that it is necessary for the firm or company to have a clear strategic plan especial on advertisement of the firm product. This is the world of technology so it impossible for any firm not using a digital marketing tools to advertise their product or/and services especially social media and mobile appl.},
 year = {2022}
}

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TY  - JOUR
T1  - Influence of Digital Marketing on Consumers’ Purchasing Decision in Tailoring Industries in Zanzibar: A Case of Special Department Industrial Development Unit (SDIDU)
AU  - Hawa Abdalla Omar
AU  - Abdalla Ussi Hamad
AU  - Salama Yusuf
Y1  - 2022/12/28
PY  - 2022
N1  - https://doi.org/10.11648/j.ijebo.20221004.13
DO  - 10.11648/j.ijebo.20221004.13
T2  - International Journal of Economic Behavior and Organization
JF  - International Journal of Economic Behavior and Organization
JO  - International Journal of Economic Behavior and Organization
SP  - 106
EP  - 112
PB  - Science Publishing Group
SN  - 2328-7616
UR  - https://doi.org/10.11648/j.ijebo.20221004.13
AB  - The main objective of this research was to examine the Influence of digital marking on consumers’ purchasing decision in Tailoring industry in Zanzibar. Specifically, the study examines the influence of Mobile App Marketing and Social Media Marketing on Consumers’ Purchasing Decision in Tailoring Industries in Zanzibar: A Case of Special Department Industrial Development Unit (SDIDU). A nature of this study is quantitative. Furthermore, questionnaires were given to the customer of SDIDU based on a simple sampling technique. About 269 questionnaires were distributed among customers of SDIDU, only 28 questionnaires were not returned, whereas 241 questionnaires were returned. From the descriptive analysis, the results indicate that over 60 percent of the total respondents were agree and strong agree that social media marketing and mobile apps are influencing consumers’ purchasing decision. The results from multiple regression revealed that social media marketing and mobile apps have positive and significant relationship with consumers’ purchasing decision. The study concluded that through digital marketing were already knows the product and is looking for more information to assess its diverse products and alternatives to complete the purchasing decisions. Finally, according to this result, the study recommended that it is necessary for the firm or company to have a clear strategic plan especial on advertisement of the firm product. This is the world of technology so it impossible for any firm not using a digital marketing tools to advertise their product or/and services especially social media and mobile appl.
VL  - 10
IS  - 4
ER  -

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