A influência do marketing digital na decisão de compra no setor de moda feminina na cidade de Oeiras-PI

Abstract

The consumer has increasingly been influenced in their purchase decision-making process by digital marketing, which has become an essential tool for businesses, facilitating the relationship between companies and consumers due to easy access to social media. This study aimed to identify the influence of digital marketing on the purchase decision in the women's fashion sector in the city of Oeiras-PI. It is a field research with a quantitative and descriptive approach. The research procedures included a bibliographic review, and data collection was carried out through a questionnaire, applied in August 2024, with 54 respondents. According to the results, most respondents are young individuals up to 25 years old, living in urban areas. The data indicated that digital marketing influences purchase decisions, with main factors being posts from friends on social media about the desired product, advertisements, updated social media, and communication on these platforms. It is concluded that businesses should invest in digital marketing as it allows for quick and practical promotion of their products/services, visible from the comfort of home, thereby increasing the likelihood of influencing purchase decisions.