SEARCH ENGINE OPTIMIZATION AND CONSUMER BUYING BEHAVIOUR OF AUTOMOBILE FIRMS IN MINNA METROPOLIS, NIGER STATE

Abstract

This research endeavors to examine the correlation between digital marketing strategies, specifically Search Engine Optimization (SEO), and customer buying behavior (CBB) within automobile enterprises operating in the Minna metropolis. A comprehensive multiple regression analysis was employed to assess the aggregate effect of Search Engine Optimization (SEO) on CBB. The findings indicated a statistically significant model (F = 35.473, df = 4/314, p < .001), demonstrating that the combination of strategies elucidates 31.1% of the variability in consumer buying behavior (R² = 0.311). The adjusted R² (0.302) affirms the robustness of predictive validity subsequent to the consideration of model complexity. The Durbin-Watson statistic (1.182) implies the absence of significant autocorrelation in the residuals, thereby reinforcing the model’s dependability. These results emphasize the considerable impact of integrated initiatives, particularly SEO, in influencing purchasing behaviors within Minna’s automotive industry. Consequently, it is recommended that firms prioritize cohesive digital marketing strategies to augment consumer engagement and stimulate sales. The study concludes that the strategic implementation of SEO significantly impacts consumer behavior by enhancing online visibility, fostering trust, and enabling informed purchasing decisions. Automobile companies in Minna metropolis are urged to emphasize these SEO strategies to improve market competitiveness and facilitate customer acquisition.