Conducted by PIT
, Started on 2023 -
Completed on 2024
Completed
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In the era of global integration, digital marketing signifies a remarkable shift, with
technological advancements over the past decade influencing numerous business entities.
This study investigated consumer attitudes towards online shopping in Palompon, Leyte,
focusing on four factors: convenience, website design and features, time savings, and
security, which were posited to encourage consumers to shop online. Data collection was
conducted using a survey questionnaire with a 5-point Likert scale, and descriptive analysis
was performed through the calculation of the weighted mean. Employing a quantitative
research approach, the study analyzed one hundred sample units using descriptive
analysis methods. The findings revealed that convenience, website design and features,
time savings, and security significantly influence consumers' online shopping decisions.
Notably, website design and features, followed by security factors, were identified as
having the most substantial effect on consumer online shopping behaviors. The study
concluded that the benefits of online platforms are essential for companies, as they are
more effective in attracting consumers and building their brand online. Therefore,
companies should prioritize enhancing the factors that influence consumers to shop
online to increase customer satisfaction and competitiveness in the online market. This
research underscores the importance of leveraging digital tools and strategies in the
modern marketplace to meet evolving consumer preferences and demands.