THE INFLUENCE OF ONLINE MARKETING MIX FACTORS EFFECTING PURCHASING DECISIONS OF FACIAL CARE PRODUCTS VIA SHOPEE APPLICATION IN NONTHABURI

Abstract

The Objectives of this research were to compare the purchase decision of facial care products via Shopee application in Nonthaburi province classified by personal factors and online marketing mix factors that effecting purchasing decisions of facial care products via Shopee application in Nonthaburi. Collected data from 400 consumers who purchases facial care products via Shopee application by using a questionnaire as research instrument. The data was analyzed using descriptive analysis including percentage, means and standard deviation while the t-Test Independent Sample, F-test Independent Sample, Pearson’s product moment correlation coefficient analysis to test the association of all observed variables and multiple regression analysis were used to conduct hypothesis testing.

The findings indicated that the most respondents of the questionnaire were mostly single females aged 28-32 years. Their education level was the bachelor’s degree level. They were private company employees with an income of 25,000-35,000 baht per month. Hypothesis testing revealed that customers in Nonthaburi of personal factors in terms of status effecting purchasing decisions of facial care products via Shopee application in Nonthaburi province. The online marketing mix factors that influenced purchasing decisions to buy facial care products via Shopee application, included Privacy Price Personalization and Place respectively, with statistic significant at 0.05 was effective at 40.30%.