The evolution of technology has made our planet diverse faster than ever before. The impact on industry and marketing strategies, in particular, has become crucial. From ancient marketing strategies to modern methods, developments are diverse everywhere, and digital platforms play a crucial role. Digital marketing was seen as an innovative method of advertisement that generated fresh ideas for companies to try to do business. Marketing activities carried out through digital channels have made it possible for marketers to connect directly with potential consumers regardless of their geographical location. Knowing how to use digital platforms has been exaggerated, just like the Internet, email, smartphones and digital TV, and advertisers are currently using these platforms for different roles in the promotion. The significance of this study is to know about the impact of digital marketing and investigate the relationship of motivation factors towards online buying intention of UniMAP students. Interestingly, results revealed that motivation had a significant relationship with motivational factors towards online consumer buying intention. Social media marketing and content marketing, digital marketing platforms, have contributed to online consumer buying intention.
