The Relationship Between Digital Marketing Mix and Attitudes Toward Consumer Behavior and Purchasing Decisions of Trendy Products via Online Channels

Abstract

This article aims to examine the relationship between digital marketing mix factors and consumer purchase attitude factors that influence purchase decision-making, as well as the relationship between digital marketing mix factors and purchase attitudes that influence consumer behavior in purchasing trend-driven products through online channels in Thailand. The research is quantitative in nature and employs concepts of the digital marketing mix, attitudes, behavior, and trend-driven purchasing decisions as its framework. The sample consisted of 400 consumers in Thailand who use the internet and have previously purchased trend-driven products online. A purposive sampling method was used, and questionnaires were employed as the research instrument. Data analysis was conducted using descriptive statistics and multiple regression analysis.

The research findings revealed that:

1. Digital marketing mix factors and attitudes are significantly related to customers' purchase decisions.
2. Digital marketing mix factors and attitudes are significantly related to consumer behaviour influencing purchase decisions.

The findings of this study will benefit both public and private sector entrepreneurs by providing a deeper understanding of consumer purchasing behavior. These insights can be applied in developing effective digital marketing strategies and serve as a guide for traditional entrepreneurs or those looking to transition into the e-commerce market. This will enable them to develop strategies and adapt effectively to their specific business contexts.