MARKETING STRATEGY OF ONLINE PRODUCTS

Abstract

This research were qualitative and quantitative method aim to studies 1) purchasing behavior of consumer on online products 2) significant level of factors lead to marketing strategy, 3) compare significant level of factors lead to marketing strategy, 4)relationship between purchasing behavior of consumers on online Products and significant level of factors lead to marketing strategy, and 5) marketing strategy of online products by accidental random sampling 385 respondents. Questionnaire was the tool to collecting data with validity coefficient.91 and reliability coefficient .86. The analysis was conducted by computer software, statistical treatments by program computer namely: frequency, percentage, mean, standard deviation, ranking, Pearson correlation, and multiple regression analysis Stepwise at significant statistics level at .05 researchers found that 1.Finding indicated that overall area of purchasing behavior of consumers on online products were at very high level. However raking by mean first were type of products purchase ( =4.50) at very high level, selected brand name purchase ( = 4.19), purchasing frequency in 3 month ago ( =4.15), and purchasing expenditure in 3 month ago ( = 4.13) at high level respectively. 2.Finding indicated that overall area of significant level of factors lead to marketing strategy were at high level. However raking by mean first were logistics area ( =4.06), place area ( =4.02), price area ( =3.99), product area ( =3.98), process area ( =3.97), services provider ( =3.96), marketing promotion ( =3.90) at high level respectively 3.There were not significant different in significant level of factors lead to marketing strategy of customers classifier by gender, age, education attain, and average income per month 4.There were at moderate relationship level positive direction between overall area of significant level of factors lead to marketing strategy and purchasing behavior of online products consumers in term of purchasing expenditure in 3 month ago, purchasing frequency in 3 month ago, selected brand name purchase, and type of products purchase 5.Marketing strategy of online products =863.46 logistics area +80 marketing promotion area  +702.44 place area  +650.18 price area  +609.55 product area  +391.45 service provider  +357.23 process area.