Factors an Influencing of Product Purchase Decision through Online Social Media in Nakhon Sawan Province
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Abstract
This research aims, 1) study the factors in digital marketing mixture affecting the product purchase decision through online social media of consumers, 2) study the personnel factors which are affecting the product purchase decision through online social media of consumers, 3) study the product purchase decision through online social media of consumers in Nakhon Sawan Province. Collect data from the questionnaire with 400 samples then analyzing the data by descriptive statistic, percentage, mean and standard deviation, including of multiple statistics to test hypotheses. The results found that, 1) The overall factors of digital marketing mixture in all aspects were at a high level 2) The personnel factors has no effect on consumers' decision to purchase on social media in Nakhon Sawan province in all aspects 3) The decision to buy goods by social media of consumers in Nakhon Sawan province found that consumer data collection and the overall assessment of alternatives was at the highest level. The purchase decision and post-purchase behavior Nakhon Sawan Province is not different at a level of statistical significance of 0.05.
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References
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