AN EMPIRICAL STUDY ON DIGITAL PRODUCT PRESENTATION AND ITS IMPACT ON CUSTOMER PURCHASE INTENTION AT- “ALYOUNEED”

In this research, the effect of the digital product presentation on customers’ purchase intention is assessed with regard to my internship experience at Alyouneed, in which I was involved in various tasks that include product photography, product catalog management, and digital product presentation. The purpose of the research is to find out how structured information and presentation of the product affects the purchasing behavior of consumers in an online environment. Quantitative research methodology is applied in the current research through the use of primary data gathered from 100 respondents using the snowball sampling technique. The survey consists of a set of questions developed according to the 5-point Likert scale, where such aspects as the clarity of product information, visual appeal, credibility, and purchase intention were measured. For data analysis, percentage analysis is done for the purpose of profiling respondents and identifying general trends. Correlation analysis will be used to identify the strength and direction of the association between digital product presentation and purchase intention. Moreover, regression analysis will be carried out in order to determine the extent of the predictive capability of product presentation on purchase intention. Additionally, t-tests will be used for testing the validity of the formulated hypotheses. Results obtained from my internship practice reveal that product presentation variables such as high quality images, good description of the products and proper categorization significantly affect customer involvement and purchases.