Digital Marketing Communication that affects purchase decision to buy con-dominiums. A case study of My Resort Huahin, Prachuap Khiri Khan Digital Marketing Communication that affects purchase decision to buy condominiums. A case study of My Resort Huahin, Prachuap Khiri Khan

Abstract

Real Estate Business in the Digital Transformation Era. There must be an Adjustment in terms of offline marketing to online marketing. Therefore, The essential elements of market-ing in the digital age consist of analyzing the purchase decision of consumers and analyzing the 6Ps online marketing mix to use as a guideline for the marketer.

The objectives of survey research were to study 1) The demographic characteristics of the purchasers and those who are interested in buying condominiums My Resort Huahin, Pra-chuap Khiri Khan Province 2) The online marketing mix factor 6PS and 3) Relationship be-tween Demographic Factors and Marketing Ingredient Factors Affecting Decision to Buy Con-dominium My Resort Huahin, Prachuap Khiri Khan Province through Marketing Mommunica-tion tools by using online questionnaires to collect data from people who buy and are inter-ested in buying condominiums My Resort Huahin who live in Bangkok and also live in Pra-chuap Khiri Khan Province total 256 sample groups from March to April 2021 for a period of 1 month

The results showed that the most of sample group were female, aged between 41 - 50 years, studying at the bachelor's degree level, occupation business owner, Income more than 150,000 baht, Followed by males aged between 31 - 40 years, Studying for a master's degree, occupation employees of private companies, Income between 50,000 – 70,000 baht. As for the 6Ps online marketing mix, It was found that all factors that influenced the custom-er's decision to purchase the condominiums were related 1) Product factor which is facilities such as swimming pool, fitness and security system. 2) Price factor, the price is suitable for the location. 3) Distribution factor, the project's location is close to the workplace or attrac-tions. 4) Promotion factor must have a sales promotion that meets the target needs 5) Spe-cific service factors, the projects are introduced with clients by face-to-face. 6) Security factor with good customer privacy.