Marketing mix factors affecting consumers' purchasing decision via Shopee application in Suphan Buri Province

Abstract

application of consumers in Suphan Buri Province classified by personal factors and 2) to study the marketing mix factors affecting purchasing decisions via the Shopee application of consumers in Suphan Buri Province. The sample group used in this research is 280 consumers who have ever made purchases via the Shopee application in Suphan Buri Province. The data collection tool was a questionnaire created by the researcher. Data were analyzed by percentage, mean, standard deviation, t-test, one-way analysis of variance. and analyzing multiple regression using a stepwise method. The results showed that: A comparative analysis of purchasing decisions via the Shopee application classified by personal factors revealed that consumers in Suphan Buri province had different educational levels, have a purchasing decision there was a statistically significant difference at the .05 level in the overall, purchasing decision and the feeling after the purchase. Analysis of the marketing mix factors affecting the consumers' purchasing decision via the Shopee application revealed that the marketing mix factors in 4 aspects are product, price, distribution channel, and marketing promotion This has a positive effect on consumers' decision to shop through the Shopee application in Suphan Buri. The influence was statistically significant at the .05 level. The marketing mix has a predictive power of 75.2 percent.