Digital Marketing Strategies That Affect Consumer Behavior in Products Purchasing Via Shopee
Keywords:
Digital Marketing Strategy, Consumer Behavior in Purchasing Products, Shopee ApplicationAbstract
The objective of this research is to study about the correlation between digital marketing strategy and consumer behavior purchasing products through Shopee application and to learn about digital marketing in purchasing products through Shopee application. The methodology used in this research is a mixed method by using both quantitative and qualitative data together.
The quantitative sample of this study is the population living in Bangkok 414 people by using simple random sampling and the qualitative sample is a group of people that use Shopee application more than 1 time 10 people, and also can provide great insights into statistics used
to analyze data such as frequency value, percentage value, average, standard deviation value,exploratory factor analysis, correlation analysis and multiple linear regression analysis.
Quantitative research results showed that 1) the correlation of digital marketing strategy relates to consumer behavior, the audit result showed that the two variables have statistically significantly related at 0.05 by correlation coefficient = 0.823 and Sig. = 0.000. Therefore, it shows
that digital marketing strategy has a high correlation with consumer behavior in purchasing products in Shopee application, and 2) the correlation of digital marketing strategy will affect purchasing products in Shopee application, the audit result showed that the two variables have statistically signif icantly related at 0.05 and Sig. = 0.000 have a high correlation
Qualitative research results showed that most consumers will purchase the productsfollowing a person or groups in a reputable organization, necessity, worthy in products and services, these will build trust in consumers purchasing decision.
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