RESEARCH ON THE IMPACT OF DIGITAL MARKETING ON COSMETIC PURCHASING BEHAVIOR OF CUSTOMERS IN HANOI

This study aims to analyze digital marketing factors that affect customers' cosmetics purchasing behavior in Ha Noi City. Through conducting online and offline, the authors collect information of 256 customers about "the impact of digital marketing on customers' cosmetics purchasing behavior in Ha Noi City". The results of data analysis show that there are 06 factors in customers' cosmetics purchasing behavior: Social Media Marketing, Search Engine Marketing, Content Marketing, Email Marketing, Affiliate Marketing, and Mobile Marketing. Social Media Marketing and Search Engine Marketing are, respectively, the two most influential factors affecting the purchasing behavior of cosmetic consumers in Hanoi. The results of this study offer valuable implications for cosmetic businesses. Specifically, companies should prioritize investment in social media strategies across platforms such as Facebook, Instagram, and TikTok, while simultaneously optimizing search engine tools such as SEO and Google Ads to effectively reach and attract target customers. Furthermore, the development of engaging and personalized content, along with the promotion of meaningful digital interactions, can significantly contribute to enhancing brand awareness and stimulating consumer purchasing behavior in the digital era.