Digital Marketing Strategy on Shopee Online Platform that Affect Repurchased Decision of Consumers in Phuket
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Abstract
The objectives of this research were to 1) study the level of opinions towards digital marketing strategies on the Shopee online platform, 2) study the level of opinions of consumers on the repurchased decision on the Shopee online platform, 3) study the digital marketing strategies on the Shopee online platform that affects repurchased decisions of consumers in Phuket. The sample was 420 customers or consumers who ever shopped on the Shopee online platform in Phuket by a Stratified Random Sampling. The questionnaires were a collected tool of data by frequency, percentage, mean, standard deviation, multiple regression analysis. The results found that 1. The level of opinions on digital marketing strategies on Shopee online platform overall was high (Mean = 4.31), 2. The level of consumer opinions towards repurchase decisions on the Shopee online platform overall was high (Mean= 4.36), 3. Digital marketing on the Shopee online platform affected repurchased decisions of consumers in Phuket at the statistical significance of .05, sorted by impact weight such as Content marketing (Beta=.359), Social media (Beta=.193), Website/ Application (Beta=.171), Search engine optimization (Beta=.147), and E-mail marketing (Beta=.126), respectively. Additionally, variation of the dependent variable showed that the overall repurchased decision of consumers in Phuket was 77%.
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