MARKETING MIX STRATEGIES INFLUENCEING PURCHASE INTENTION IN THE DIGITAL AGE
Article Sidebar
Main Article Content
Abstract
Abstract
The rapid advancement of information and communication technology has brought about dynamic transformations in consumer behavior and the structure of business competition in significant ways. This is particularly evident in the digital era, which is characterized by intense competition and a wide variety of products and services. Marketing mix strategies thus play a strategic role in formulating approaches and directions that enhance competitive advantage while responding to consumer behavior that is continuously evolving. The purpose of this article is to examine the components of the marketing mix, purchase intention, and to analyze the marketing mix strategies that influence consumers’ purchase intentions in the digital age. Furthermore, it seeks to propose practical strategic approaches for building credibility that can be applied effectively to enhance competitiveness and ensure brand sustainability in rapidly changing markets. This article makes a significant contribution to filling the knowledge gap regarding marketing mix strategies that affect purchase intention in the digital era, particularly in the context of technological dynamics and rapidly shifting consumer behavior. The analysis highlights the crucial role of appropriately applied marketing mix strategies in strengthening competitive capacity, enhancing brand credibility, and fostering long-term relationships with consumers, thereby promoting sustainable business development in a highly competitive and complex market environment.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
เอกสารอ้างอิง
สุนิ ประจิตร. (2565). ความสัมพันธ์ของปัจจัยส่วนประสมทางการตลาดกับพฤติกรรมการตัดสินใจซื้อผลิตภัณฑ์ออนไลน์ของผู้บริโภค ในเขตกรุงเทพมหานคร. วารสารสหศาสตร์, 22(1), 52-66.
Brown, W, et al. (2024). Understanding Consumer Perceptions of Virtual Reality in Marketing. Preprint. Retrieved November 11, 2024, from DOI:10.20944/preprints202408.0364.v1.
Budiono. (2021). The impact of technological advancements on consumer behavior. Journal of Marketing Trends, 45(2), 120-135.
Cahyanaputra, A., Ale, P., & Peter, C. (2022). Social media and its influence on consumer purchase intention. Journal of Digital Marketing, 34(3), 200-215.
Castañeda, et al. (2020). Online Marketing Effectiveness - the influence of information load and digital literacy, a cross-country comparison. Electronic Markets, 30(2).
Chauhan, J.S. (2023). Brand Loyalty and Its Impact on Repeat Purchase Behaviour of Customers: A Cross-Sectional Study in the FMCG Context. Psychology and Education, 55(1), 684-692.
Dinh, T. C. T., & Lee, Y. (2022). Social media influencers and consumer decision-making: The role of fear of missing out (FOMO). International Journal of Marketing Studies, 29(4), 115-130.
Febrilia, I., & Warokka, A. (2021). Consumer traits and situational factors: Exploring the consumer's online impulse buying in the pandemic time. Social Sciences & Humanities Open. Retrieved July 25, 2024, from DOI:10.1016/j.ssaho.2021.100182.
Goyal,R., & Verma, N. (2024). The relationship between brand engagement, brand loyalty, overall brand equity and purchase intention. Journal of Strategic Marketing, (32) 1, 45-52.
Graesch et al. (2020). Information technology and marketing: an important partnership for decades. Industrial Management & Data Systems. ahead-of-print. Retrieved July 25, 2024, from DOI:10.1108/IMDS-08-2020-0510.
Guo, Z. (2022). The role of online reviews in shaping consumer behavior. Journal of Consumer Research, 28(1), 45-60.
Jayasuriya., et al. (2020). The study on brand loyalty and repeat purchase intention of the shampoo market in Colombo. Journal of Business Studies, 7(1), 149-160.
Kotler, P., & Armstrong, G. (2010). Principles of marketing. (13th ed.). Upper Saddle River, NJ: Pearson Education.
Marina, A., Ale, P., & Peter, C. (2021). The future of e-commerce in a post-pandemic world. E-Commerce Review, 30(2), 150-165.
Rajput, N., & Gandhi, M. (2024). The branding power of social media influencers: an interactive marketing approach. Cogent Business & Management. Retrieved July 20, 2024, from https://doi.org/10.1080/23311975.2021.2000697.
Rakibul Hafiz Khan et al. (2022). Factors affecting young customers’ smartphone purchase intention during Covid-19 pandemic. Heliyon, 8(9), 1-11.
Rosário & Dias. (2023). How has data-driven marketing evolved: Challenges and opportunities with emerging technologies. International Journal of Information Management Data Insights, 3(2), 1-14.
Rusdiana & Suroso. (2022). The Effect of e-WOM Source Credibility on Purchase. International Conference on Rural Development and Entrepreneurship. Enhancing Small Business and Rural Development Toward Industrial Revolution 4.0, 5(1), 848-861.
Z Zhang & Kenikasahmanworakhun. (2023). Understanding the factors that influence consumers’ purchasing decisions is essential for businesses in the packaged dairy products industry. Journal of Value Chain Management and Business Strategy, 2(1), 42-53.
Zhang, Y., Chen, X., & Li, W. (2022). Social media advertising and consumer purchase decisions: An empirical study. Marketing and Consumer Research, 25(2), 58-70.
