INFLUENCE OF FACTOR MARKETING AND DIGITAL MARKETING ON CONSUMER PURCHASING DECISIONS IN THAILAND
Keywords:
Marketing factors, Digital marketing factors, Consumer purchasing decisionsAbstract
The objectives of this research are: 1) To study marketing factors Digital Marketing Factors and purchasing decisions of consumers in Thailand. 2) To examine the influence between marketing factors, digital marketing factors, and purchasing decisions of consumers in Thailand. Quantitative research methods were used to collect information from internet users when choosing products or using services via the internet network or online applications in Thailand. The sample of 384 participants was determined using Krejci and Morgan's tables at a confidence level of 95 percent and selected by chance. Data analysis uses statistics including frequency, percentage, mean, standard deviation, Pearson’s correlation analysis, and structural equation modeling analysis.
The results of the research found that: 1) marketing factors, digital marketing factors, and purchasing decisions of consumers in Thailand were at a high level. 2) Influence between marketing factors, digital marketing factors, and consumer purchasing decisions were statistically significant at the .01 level, with c2= 68.856, df= 55, p= .099, c2/df=1.252, GFI= .932, and RMSEA= .041. The influence between variables in the hypothesized model can be summarized as follows: marketing factors have a positive direct influence on digital marketing factors and consumer purchasing decisions, and digital marketing factors have a positive direct influence on consumer purchasing decisions. Findings can provide insights that can be developed into marketing strategies designed to match and align with consumer preferences and needs to drive sustainable business growth in the modern commercial landscape.
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