The Impact of Digital Marketing and Pricing Strategies on Consumer Purchase Behavior Amid Increasing Online Store in Parañaque
Abstract
This study examines the impact of digital marketing and pricing strategies on consumer purchase behavior amid the growing number of online stores in Parañaque City, particularly in Barangay San Antonio. Using the Stimulus-Organism-Response (S-O-R) theory as its framework, it investigates how external stimuli such as social media advertising, influencer endorsements, promotions, discounts, and bundles shape consumer perceptions and decisions. A descriptive research design was used, with data gathered through surveys from online shoppers and analyzed using statistical tools. Results revealed that credibility and authenticity in digital marketing build trust and engagement, while competitive pricing strategies especially discounts, discounts, bundles, and shipping policies strongly influence purchase intentions and satisfaction. Demographic differences were also observed, with younger consumers more responsive to marketing stimuli and budget-conscious shoppers more influenced by pricing offers. The findings highlight the importance of integrating digital marketing and pricing strategies to strengthen customer loyalty and competitiveness in the local e-commerce market. This study provides practical insights for SMEs, entrepreneurs, and online retailers seeking to improve their strategies in a dynamic digital environment.
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