SERVICE MARKETING MIX AND ADVERTISING ON TIKTOK INFLUENCING DECISION TO PURCHASE FASHION CLOTHES THROUGH TIKTOK APPLICATION AMONG CONSUMERS IN BANGKOK

Abstract

The objectives of this research were to study factors in the service marketing mix that
influenced on the decision to purchase fashion clothes through TikTok application, and to study
the relationship between advertising on Tiktok and the decision to purchase fashion clothes
through Tiktok application. This research employed quantitative surveys and questionnaire was
designed and used to collect data. The sample consisted of 400 consumers who had previously
purchased or were interested in fashion clothing through TikTok application and live in
Bangkok. Data analysis was performed using descriptive statistics, correlation and regression
analysis. The results revealed that different levels of education and average monthly income
had different effects on the decision to purchase fashion clothes, while different gender, age,
and occupational status had different effects on the decision to purchase fashion clothes through
Tiktok application with significantly different at the 0.05 level. In addition, the results found
that the service marketing mix factors in terms of physical characteristics, process, and
marketing promotion significantly influenced the decision to purchase fashion clothes through
Tiktok application at the 0.05 level. Moreover, advertising on Tiktok was significantly related
to the decision to purchase fashion clothes through the Tiktok application at the 0.01 level.