Marketing Strategy 7P's Influencing the Online Fashion Clothing Purchase Decisions of Muslim Women

Abstract

This research aims to study the marketing mix factors (7P's) influencing online fashion clothing purchase decisions among Muslim women in Mueang District, Narathiwat Province. The sample consisted of 400 Muslim women selected using the simple random sampling method. The sample size was determined using Yamane’s formula (1973) at a 95% confidence level with a 5% margin of error. Data were collected through an online questionnaire to ensure convenience and comprehensive coverage of the target group. The data were analyzed using multiple regression analysis to identify the factors affecting purchase decisions. The results revealed that Place (distribution channels) was the most influential factor, with a mean score of 4.45 and a standard deviation of 0.50, and a regression coefficient (β) of 0.45. This was followed by Product, with a mean score of 4.35, a standard deviation of 0.56, and β = 0.38. Physical Evidence also played a significant role, with a mean score of 4.25, a standard deviation of 0.60, and β = 0.30. The analysis indicated that all marketing mix factors significantly influenced purchase decisions at a 0.05 level of significance. The findings highlight the importance of developing efficient and fast distribution channels and improving product quality to align with Islamic principles. Additionally, designing a trustworthy and user-friendly online platform is critical in enhancing consumer confidence. This study also opens opportunities for further research into online purchasing behaviors among consumers with specific religious and cultural backgrounds in other regions, which can aid in developing tailored marketing strategies.