ANALYSIS OF PREDICTABLE INFLUENCED LEVEL OF MARKETING MIX FACTORS AFFECTED THE TEENAGER ATTITUDE IN WESTERN REGION OF THAILAND TOWARD ONLINE SOCIAL MEDIA PURCHASE

Abstract

ABSTRACT Objective of this research intends to present the assessment of significant level of Marketing Mix Factors and the attitude toward online social media purchase, including the analysis of predictable influenced level. Marketing strategy through the attitude procedure toward online social media purchase of teenager in western region of Thailand is a Quantitative research. Population and sample are quota random sampling of 500 people who had actual online purchase in one month. Research instrument is questionnaire, using Descriptive Statistics, for instance, frequency, percentage, mean and standard deviation included using Inference Statistics to do hypothesis test with Statistic of Multiple regression analysis. The study showed that the assessment of significant level of Marketing Mix Factors and the attitude toward online social media purchase of teenager in western region of Thailand in relation to the Product had been focused on various types of product, met the customer requirement and more distinguish than other sources. Regarding the Price was reasonable, cheaper than other sources, payable by installment and had options to make payment. While Place emphasized on the convenience and modern channel which save time and transportation cost. Further to Promotion also focused on product placement in other website, mouth to mouth from customers who used the product and the efficiency of product delivery system. Therefore, the analysis of predictable influenced level of Marketing Mix Factors affected the attitude toward online social media purchase found that Place and Promotion affected the interest, dissemination of information and image. Price and Place affected the image and brand strength. Product and Place affected the brand strength at the significant statistic level of 0.05. In marketing strategy of online social media purchase indicated the significance of Place that influenced the online purchase to be convenient, modern channel and variety websites. One important thing was the reliability as consumers believed it could save time and transportation cost. For this reason, the interest, dissemination of information, image and brand strength had influences on the attitude toward online social media purchase. Keywords marketing, teenager attitude, online, Thailand