CHANGING CONSUMER BEHAVIOR AND PURCHASING DECISIONS IN THE DIGITAL AGE

Abstract

This article aims to present the differences in what entrepreneurs need to plan a new sales plan. Supports the concept between traditional purchasing decision behavior and purchasing decision behavior in the digital era, which Compared to traditional marketing, digital marketing is found to be Can lead the business to reach a wider target audience Helps build brand awareness Stimulating product sales to specific existing and new target groups. In this regard, the author would like to point out that traditional purchasing decisions and purchasing decisions in the digital era are different. The concept of consumer behavior requires entrepreneurs to find answers among target customers about what the customers want to buy. Why do consumers decide to buy? Who is involved in decision making? When do consumers buy? Where do consumers buy? Once you have a clear answer, you will then design a marketing program to match the answer obtained from the analysis. As for the concept of purchasing decision behavior in the digital age It is necessary to study online consumer behavior and consumer acceptance of technology. There are 6 important variables consisting of: Online cognitions, online emotions, online entertainment, flow, Online Attitudes and purchase intentions The entrepreneur or seller must prepare a website. Or a platform or application that is responsive, such as easy to use, fun to use, and creates enjoyment. Attract attention to demand for continuous use. Provides better value than buying in the original form and there is a guarantee of the product and consumers believe in what other customers give their opinion Rather than believing the advertisements that the business produces, therefore, it must be important to continuously present reviews from previous customers.