ปัจจัยที่ส่งผลต่อการตัดสินใจเลือกซื้อต้นไม้ประดับผ่าน Instagram

Abstract

This research aims to study Instagram  media exposure, online marketing compound factors (6Ps). That affect the decision to buy ornamental plants through Instagram behavior and Behavioral trends regarding the purchase of ornamental plants through Instagram are survey research, using online questionnaires as a tool to collect data on samples aged 18 and over who have purchased 300 ornamental plants through Instagram  . Monthly personal income of 15,001-25,000 baht, with an Instagram  activation frequency of choosing ornamental plants, averages 3 days/week. Use the Instagram app about shopping for ornamental plants at a time, mostly for a period of 30 minutes, mostly using the Instagram app about shopping for ornamental plants between 18:01-00:00. It also found that the online marketing factor that most affected the sample's purchasing decision was privacy factors, second only to place, personalization. Product price and marketing promotion (Promotion) respectively, including: It was found that large sizes have the frequency of buying ornamental plants through Instagram 3 time/month, and the most purchased types of ornamental plants are cactus types. The cost of buying ornamental plants through Instagram at a time is 501-1,500 baht/time. The number purchased 1-3 times was also found that the sample intended to continue buying ornamental plants through Instagram.