Confirmatory Factor Analysis of the Relationship Between Digital Marketing and Consumer Attitudes

Abstract

Digital marketing has become a dominant force in shaping consumer attitudes, influencing perceptions, engagement, and purchasing decisions. With the rise of personalized advertising, social media campaigns, and search engine marketing, understanding the underlying structure of consumer attitudes toward digital marketing is essential. This study employs Confirmatory Factor Analysis (CFA) to examine the factor structure of consumer responses to digital marketing efforts, focusing on key constructs such as brand trust, perceived value, engagement, and purchase intention.

A quantitative survey was conducted among a diverse consumer base, collecting data through a structured questionnaire using Likert-scale measurements. The CFA model was tested using AMOS, assessing factor loadings, model fit indices, reliability, and validity. Key model fit indicators, including Chi-square, Comparative Fit Index (CFI), and Root Mean Square Error of Approximation (RMSEA), were analyzed to determine the robustness of the proposed framework. The findings confirm the significance of digital marketing in shaping consumer attitudes and provide empirical evidence supporting the role of trust, engagement, and perceived value in influencing purchase intent.