THE IMPACT OF DIGITAL MARKETING ON THE CUSTOMER'S PURCHASING DECISION.

The article presents the results of the impact that forms of digital marketing have on the decision of citizens or customers to buy online. It accurately represents the opinion of citizens why they decide to buy and what are elements that they see as crucial when deciding to buy. The research was conducted through an online questionnaire with a random sample of 305 respondents from different territories in Kosovo. The results were analyzed through the SPSS program (v.25). The research results show that the main reasons for using social media are related to obtaining information about products and services, but also for networking, offers, and promotions, entertainment, while the areas they buy the most are in terms of technology, clothing, and accessories, while the purchase of books and work tools has a lower level. The research is based on five stages of the process on which it is considered that buyers rely in advance to buy. Those stages are classified into the need for recognition, information research, evaluation, selection decision, and post-purchase evaluation. According to the results of research conducted through Amos SPSS and correlation, we conclude that e-mail marketing and mobile marketing have a positive correlation with the need for knowledge, information research, evaluation, and purchasing decision, while retargeting is correlated only with information research. and the need for purchase. In this context, we say that marketing models are a very important factor in citizens' decision-making for online shopping, but based on the results of e-mail marketing and mobile marketing plays a positive role in purchasing decision-making. In this context, I recommend that companies be careful in the forms of marketing through e-mail marketing and mobile marketing so that this has an even deeper impact on decision-making, based on the five stages of the process. which is also based on the decision to buy online. [ABSTRACT FROM AUTHOR]