MDF Theses and Dissertations

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Browsing MDF Theses and Dissertations by Author "Kimani, M. G."

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    The Influence of digital marketing strategies on consumers purchase decisions for post-graduate programs in private universities in Nairobi City County, Kenya
    (Strathmore University, 2024) Kimani, M. G.
    Globally and locally, competition for post-graduate students is increasing. As a result, universities need to think of strategies that can help influence enrollment choices for their post-graduate programs. One such strategy is digital marketing. In this respect, the primary objective of the current study was to evaluate the influence of digital marketing on consumer product choice for post-graduate programs in Nairobi County. The specific objectives of this study were to investigate the influence of social media marketing, email marketing and website marketing on purchase decisions for post-graduate programs. The theories that underpinned this study were the Theory of Reasoned Action and the Learning Model of Consumer Decision Making. Positivism was used in this research. The research method adopted for this research was the descriptive cross-sectional design. Judgmental sampling was used to obtain the views of respondents, who consisted of post-graduate students in private universities in Nairobi. Primary data was collected using structured questionnaires that were administered using a fill-and-wait strategy. Data was analyzed using descriptive statistics (means and standard deviation) and inferential statistics (multiple linear regression). Findings suggest that digital marketing strategies – social media marketing, email marketing, and website marketing – have positive and significant influence on consumer purchase decision. Therefore, this concludes that social media marketing, email marketing, and website marketing are significant predictors of consumer purchase decisions for postgraduate programs in private universities in Nairobi. Website marketing had the strongest effect of the three strategies. Therefore, this research recommends leveraging these digital marketing to drive postgraduate enrollments with particular focus on website marketing for optimal results. Also, since this research focused on only three digital marketing strategies, further research is needed on other types of digital marketing. Keywords: consumer purchase decision, social media marketing, email marketing, website marketing