This research investigates the digital influence on consumer behavior within the marketing industry, emphasizing its significance in shaping modern purchasing decisions. The purpose of this study is to analyze how digital marketing strategies, including personalization, social media engagement, and online reviews, impact consumer behavior. Utilizing a mixed-methods approach, data were collected through surveys and interviews with consumers and marketing professionals. Findings reveal that effective digital marketing significantly enhances consumer engagement and brand loyalty. Limitations include a focus on specific demographics. This study contributes original insights into the evolving digital landscape in marketing.