The Digital marketing and opinions affecting the customer’s journey in purchasing products via live streaming of Gen Y consumers in Surat Thani Province

Abstract

This research aims to compare the customer’s journey in purchasing products via live streaming of Gen Y consumers in Surat Thani Province classified by demographic characteristics and to determine the influence of digital marketing and opinions on the customer’s journey in purchasing products via live streaming of Gen Y consumers in Surat Thani Province. A questionnaire was used to collect the data from 400 Gen Y consumers born between 1981 and 1996, living in Surat Thani Province and used to purchase products via live streaming. Data were analyzed using percentages, means, standard deviations, t-Test, F-test, and Multiple Regression Analysis. The results of this study revealed Gen Y consumers in Surat Thani Province with different in age, education level, and marital status have statistically different in customer’s journey in purchasing products via live streaming. In addition, it was found that digital marketing can explain customer’s journey in purchasing products via live streaming of Gen Y consumers in Surat Thani Province by 71.80% (R² = 0.516). The digital marketing that has the most influence is the website, followed by the content marketing, mobile and application marketing, viral marketing, and online public relations, respectively. The study also found that opinions can explain customer’s journey in purchasing products via live streaming of Gen Y consumers in Surat Thani Province by 77.80% (R² = 0.606). The opinions that have the most influence is business, followed by communication, self-expression, entertainment, and social impact, respectively. Entrepreneurs can use these research results for planning strategies that are appropriate for consumers and serve as a guideline for entrepreneurs to choose marketing channels that are in line with their target groups, which will serve as a guideline for promoting digital marketing to stimulate buyers in order to create sustainability in business.