The Influence of Purchasing Decisions on Social Media Affecting Brand Loyalty among Consumers in the Central Region of Thailand

Abstract

The study titled the influence of purchasing decisions on social media affects brand loyalty among consumers in the central region of Thailand. The objective was to study the level of influence factors, their influence on decision-making, and the guidelines for determining appropriate marketing strategies that affect purchasing decisions on social media. The sample group includes people residing in the central region out of 400 people who have engaged in accidental sampling and online shopping in the past three months. The research results found that social media application was at a high level, that is, using social media on smartphones, consumer behavior in the digital age is at a high level, as the perception of marketing media in social media is faster than in other media, such as TV, attitudes about online marketing are at the highest level, online marketing makes them perceive fashionable information faster than offline marketing, the decision to buy products on social media is at the highest level when the price is reasonable, and brand loyalty is at a high level; the first order is confidence in the brand's reputation. Hypothesis test results: The proposed model's goodness of fit index value was c²/df = 1.62, SRMR = 0.07, CFI = 0.91, NFI = 0.91, GFI = 0.95, and RMSEA = 0.04, which was empirically consistent. The recommendation for this research is that the communication between the seller and the buyer must be correct, precise, and quick to represent care, customer empathy, virtue, not deceive consumers, care like part of the family, help attract customers or consumers, pay attention, and commitment to the continuous purchase of goods and services.