The Influence of Digital Marketing Mix and Electronic Service Quality on Consumers' Decision-Making Behavior to Use Food Delivery Applications in Mueang District, Nakhon Pathom Province

Abstract

This research aimed to study: 1) the decision-making behavior of consumers using food delivery applications in Mueang District, Nakhon Pathom Province, classified by personal factors; and 2) the influence of the digital marketing mix and electronic service quality on the decision-making behavior of consumers using food delivery applications in Mueang District, Nakhon Pathom Province. The researcher collected data from a sample of 400 consumers who decided to use food delivery applications, utilizing a convenience sampling method. The research instrument was a questionnaire that had been tested for both validity and reliability. The statistics used for data analysis included percentage, mean, standard deviation, independent samples t-test, One-Way Analysis of Variance (ANOVA), and Partial Least Squares Structural Equation Modeling (PLS-SEM). The research findings revealed that: 1) The decision-making behavior of consumers using food delivery applications in Mueang District, Nakhon Pathom Province, showed statistically significant differences based on age, educational level, and monthly income. 2) The digital marketing mix (DMM) and electronic service quality (ESQ) had a statistically significant positive influence on the decision-making behavior to use food delivery applications (BDF). The digital marketing mix had the highest influence on decision-making behavior (β = 0.658), followed by electronic service quality (β = 0.380). Furthermore, the digital marketing mix had a positive influence on electronic service quality (β = 0.933). Together, these two variables could predict the decision-making behavior of consumers using food delivery applications in Mueang District, Nakhon Pathom Province, by 83.40%.