IMPACT OF SEARCH ENGINE MARKETING ON YOUNG MILLENNIAL

Abstract

The primary objective of this study was to get some insight into the impact of search engine marketing over young millennial purchase behavior in an online retail context. The research concentrated on prime factors which were essential to understand the consumer behavior of repurchasing from the existing online store as it supports e loyalty as the ultimate motive that every online store desires. To understand purchase intentions of consumers this research did a considerable analysis of factors including security perception, site awareness and user interface quality along with information quality of product or service. Acknowledging the fact that there were various other factors as well which were affecting purchase behavior of consumer but for this research, we considered those factors which were of major importance. Research sample size was a sum of 280 respondents and regression was the statistical technique used in this study. It was concluded based on statistics that security perception and quality of information were proved to be of major importance to a consumer who shops online and thus result in a repurchasing behavior leading to e loyalty.