In the field of organic products, consumer behavior is related to various factors, such as belief in the benefits they have for health, in reference to the nutritional value that products can provide, and labeling, certification, taste, quality, and price can also be considered as key characteristics that consumers take into account, as well as beliefs in the environmental benefits that they can provide. Therefore, the factors that affect consumer behavior are related to the psychological component, and this implies something more important: knowing the degree of happiness of the consumer internal factors such as personality, lifestyle, learning, motivations, needs, and impulses and external factors such as culture, social strata, demographic, and reference groups that would influence consumer behavior. Not all consumers perceive all product attributes in the same way, so perception is one of the factors that determines their attitude and behavior. Finally, the results of this study suggest that firms should adopt strategies to leverage the digital world and technology, increase brand awareness through digital platforms to continue competing in today's commercial environment. Jordanian students buy various product categories on digital media platforms, and digital marketing affects student decision-making. However, hypothesis testing demonstrated that there are many patronized digital media platforms in Jordan that affect student behavior. Moreover, this study's results demonstrated that digital marketing, such as social media marketing and mobile marketing, has a profound impact on consumer purchasing decisions. Descriptive analysis, reliability test, correlation test, and multiple regressions were used in this research. 300 questionnaires were distributed, and 220 available samples were gathered, except for incomplete questionnaires, resulting in a 73% response rate to all those who selected to participate.
Furthermore, questionnaires were given based on a simple sampling technique and acquired in the Jordanian market. The research was guided by specific aims to evaluate numerous digital marketing platforms in Jordan that can affect the purchasing decisions and identify product categories purchased by customers on digital media platforms. The main objective of this research was to analyze the influence of digital marketing on purchasing decisions.
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