Marketing Mix factors Affecting Online Purchase Decisions on Social Media

Abstract

This research aimed to study marketing mix factors affecting online purchase decisions on social media. This research uses a quantitative research approach. The target population is consumers who are interested in shopping on social media and live in Bangkok. A total of 385 samples were conducted using a multistage sampling method. The questionnaire was used as a tool for data collection. The statistics used for data analysis were percentage, mean, standard deviation, and Multiple regression analysis. The analysis of the influence of marketing mix factors on the decision to use food delivery service was found that the aspect of consumer needs, cost of the consumer, convenience to purchase, and communication influenced on the decision to use food delivery service. The highest multiple regression coefficient was the aspect of convenience to purchase, followed by consumer needs, cost of the consumer, and communication, respectively. All variables could be predicted together with statistically significant at 0.05 and could explain the variance in service satisfaction at 61.62 percent.

Keywords—Marketing Mix, Purchase decisions, Social Media