Digital Marketing and Purchase Behavior: The Theory of Planned Behavior

Abstract

This study aimed to apply the Theory of Planned Behavior and Digital Marketing concept to be reviewed and analyzed according to marketing practice in the digital context. The reviewed literature reveals that behavior rises from 3 factors, thus, 1) positive attitude towards digital marketing; 2) information acceptance from the trusted subjective norms; and 3) perceived behavioral control via the digital platform. The Millennial is the quickest consumer group in respondents to research information about the products before making a purchase decision, also, choosing information from various reliable online sources and eventually create purchase behavior. After gathering information from different trusted sources and when the amount of information is satisfied, Millennial customers intended to form a positive attitude towards the products and along with the confidence from their trusted reference group, purchase behavior derived. The conclusion is the prediction of customers’ purchase behavior in the present market situation derived from customers’ research through digital media during their decision-making process.