Main Article Content
The digital world plays a huge role in everyday life; therefore, it affects the business, in which buyers and sellers can contact each other easily, resulting in efficiency in speed and cost reduction in various aspects of consumers' purchasing decisions. The E-Commerce market in Thailand continues to expand continuously. As a study in this growing market will show consumers' behavior in buying decisions. Shopee is a well-known online store; therefore, it has digital marketing communication. However, to make a purchase through a website or application requires effective communication, which is also important in order to make consumer decision process. The sample group in this research is those who have experience in making the purchase and / or services through the Shopee website or application in the past one year. Research instruments are questionnaires and interview forms. The results showed that the opinions of consumers in the consumer decision process were at a high level of agreement. There is a high level of perception in digital marketing communications and digital marketing communication perception., Shopee online stores has a positive relationship with the consumer decision process.
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
 Ryan, D., & Henneberry, R. (2017). Digital marketing for dummies (3th Ed). New Jersey: John Wiley & Sons.
 Chaffey, D., & Ellis, F. (2016). Digital marketing (6th Ed). Edinburgh: Pearson Education Limited.
 Keith, J. (2000). The Oxford textbook of marketing. New York: Oxford University Press.
 Mothersbaugh, D., & Hawkins, D. (2013). Consumer behavior building marketing strategy (3th Ed). New York: McGraw-Hill Education.F.
[6 ] Cochran, W. (1997). Sampling techniques (3rd Ed). New York: John Wiley & Sons.
 Wongrattana, C. (2544). Techniques for using statistics for research. Bangkok: Chulalongkorn University Press. (In Thai)
 Rekha, D., & Rekha, G. (2017). A research paper on digital marketing communication and consumer buying decision process: An empirical study in the Indian passenger car market. Journal of Global Marketing, 31(2), 73-95.
 Icoz, O., & Kutuk, A. (2018). Social media and consumer buying decisions in tourism: The case of Turkey. PASOS. Revista de Turismo y Patrimonio Cultural, 16(4), 1051-1066.