The Influence of Content Marketing and References Group on the Decision to Purchase the Mutelu Jewelry Brand Ravipa
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Abstract
This research aims to (1) examine the influence of content marketing on the purchase decisions of Mutelu jewelry from the Ravipa brand, and (2) examine the influence of reference groups on the purchase decisions of Mutelu jewelry from the Ravipa brand. This study employed a quantitative research approach. The population consisted of consumers who had previously purchased Mutelu jewelry from the Ravipa brand in Thailand, with an unknown total number. The sample size of 385 respondents was calculated using Cochran’s (1977) formula for unknown populations, selected through purposive sampling. The data were collected using an online questionnaire. The data analysis was employed using descriptive statistics, including frequency, percentage, mean, and standard deviation. The inferential statistics were also used in conjunction with multiple regression analysis. The results revealed that the majority of respondents were female, aged 20-30 years, holding bachelor's degrees, primarily students with monthly incomes of 10,001-20,000 THB. The main reason for purchasing was luck enhancement, with a purchase frequency of 1-2 times per six months, and a preference for bracelets. For the first objective, content marketing factors, including credibility, smart content, emotion, and relevance, significantly influenced purchase decisions of Ravipa Mutelu jewelry at the 0.05 statistical level. For the second objective, reference group factors, including both indirect and direct reference groups, significantly influenced the purchase decisions of the Ravipa Mutelu jewelry at the 0.05 statistical level.
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