INFLUENCE OF DIGITAL MARKETING ON PURCHASING DECISIONS OF INTERNET USERS IN THAILAND

Abstract

This research aimed to study the influence of digital marketing on the purchasing decisions of internet users in Thailand. The samples included were 400 internet users living in Thailand who were selected using the convenience sampling method. An online questionnaire hosted by Google Forms was used as the research instrument to collect data which were then analyzed using descriptive statistics and Multiple Regression Analysis. The results showed that online purchases of goods and services in the sample group were justified by their desire for the convenience provided by social media channels such as Facebook. Digital marketing on social media had the maximum influence on purchasing decisions of e-commerce consumers in Thailand at 0.333, with a statistical significance level of 0.05. Other factors followed this - websites, content marketing, e-mail marketing, and search engine optimization. In the future, it is reasonable to study other factors, such as combining the concept of Metaverse with the digital marketing strategy of merchants. It will be able to attract consumers' attention in online channels. Keywords: Digital Marketing, Internet Consumer Buying Decisions, Thailand, Social Media, Content Marketing DOI： https://doi.org/10.35741/issn.0258-2724.58.1.23