International Journal of Humanities and Social Science Research

International Journal of Humanities and Social Science Research


International Journal of Humanities and Social Science Research
International Journal of Humanities and Social Science Research
Vol. 2, Issue 10 (2016)

Investigating the effect and role of internet marketing on customers’ decision to purchase


Leila Pourdasht, Mahmud Hasani

The objective of the present study is to investigate the effect of internet marketing on the decision of customers of Aras Khodro Diesel. The present study is an applied on in terms of objective and a descriptive-survey study in terms of method and data collection method (field study). For this research, 3 secondary hypotheses and a main hypothesis was developed. The population of the research are those customers who referred to the agencies of Aras Khodro Diesel in the City of Tabriz during one month for purchase and after sales services of business machines and motorcycles. They were estimated as 88 individuals. To collect data, a questionnaire was used and to analyze data, Pearson correlation coefficient and regression tests as well as the SPSS software were used. The results indicate that internet marketing techniques (websites, Banner ads, and social networks) have positive effects on the customers’ purchase from Aras Khodro Diesel. The findings also indicate that Aras Khodro Diesel can influence positively on its customers using internet marketing and results in increasing the purchase of products and customers’ satisfaction.

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