The Influence of Marketing Mix and Influencer Reviews on the Purchasing Process on TikTok among Teenagers in Nakhon Pathom Province: A Study of Perceived Value as a Mediating Variable

Abstract

This research aimed to: 1 examine the personal factors affecting the TikTok buying process of teenagers in Nakhon Pathom province.; and 2) study the influence of the marketing mix and influencer reviews on the purchasing process via TikTok among teenagers in Nakhon Pathom province, examining perceived value as a mediating variable. The researcher collected data from a sample of 400 respondents using convenience sampling. The research instrument was a questionnaire that had been tested for quality in terms of both validity and reliability. The statistics used for data analysis included percentage, mean, standard deviation, t-test, One-Way ANOVA, and Partial Least Squares Structural Equation Modeling (PLS-SEM). The research findings revealed that: 1. Personal factors, specifically education level, occupation, and average monthly income, resulted in statistically significant differences in the purchasing process via TikTok among teenagers in Nakhon Pathom province. 2. The marketing mix and perceived value had a statistically significant direct influence (on the purchasing process), with a predictive power of 81.60%. Meanwhile, the marketing mix and influencer reviews had a statistically significant direct influence on perceived value, with a predictive power of 77.80%.