GRA-05. บทความที่ประชุมวิชาการ (ระดับชาติ)

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Communication and Digital Marketing Strategies of Online Stores Affecting the Customer Purchasing Decision in Bangkok
(2565-08-07) Kawalin Doomluck; Vichit U-on; Supin Chaisiripaibool
Digital marketing could affect consumers' purchasing decisions; therefore, digital marketing communication theory and decision-making process theory will be applied to this research to study the influence of digital marketing communications that affects people's online shopping decisions in Bangkok. This is advantageous to all involved and might even be adopted as a marketing communication strategy for the organization itself. As well as a guideline for application to process purchasing stimulation, making the right consumer purchasing decisions. The research conducted an inquiry into the opinions by sampling 350 participants within the Bangkok area. Using the survey as a method to gather data on online media (google form) to collect the data. Using the data analyzed with the SPSS program, the results showed that respondents commented on how marketing communications affected purchasing decisions on a high level. The results of the individual analysis include: digital advertising has shown that sales by employees through digital media and direct marketing through digital media are also on a high level. Demographic factors such as gender, age, qualification, status, job title, and income were not significantly affected consumers' purchasing processes.