ONLINE MARKETING CHANNELS AND CONSUMERS’ DECISIONS TO PURCHASE SHAMPOO AND CONDITIONER

Abstract

The objectives of this research were to: 1) the online marketing channels and consumer decision-making in purchasing shampoo and conditioner through online platforms; 2) the comparison of purchasing decisions across different personal demographic factors; and 3) the influence of various online marketing channels on purchasing decisions for shampoo and conditioner. This research employed a quantitative approach, using a sample of 407 general online shoppers selected through W.G. Cochran’s sampling formula. A questionnaire was utilized as the primary research instrument, and data were collected via online channels. Statistical tools applied in data analysis included percentage, mean, standard deviation, t-test, one-way ANOVA, and multiple regression analysis. The findings revealed that marketing through online marketplaces significantly influenced consumers’ decisions to purchase shampoo and conditioner online. The comparison of consumer decision-making by demographic characteristics showed that age had a statistically significant effect on purchasing behavior at the 0.05 level, while other variables such as gender, education, occupation, and income did not show significant differences. Additionally, online marketing strategies including influencer/review marketing, website marketing with search engine optimization (SEO), online marketplaces, Facebook advertising, and TikTok advertising were all found to significantly impact purchasing decisions at the 0.01 significance level.