Marketing Mix and Behavior of Online Consumers that Affects the Decision to Buy Products through the TIK TOK Application

Abstract

The objectives of this study were 1) To study the marketing mix consumer behavior and the decision to purchase products through the Tiktok application, 2) To analyze the marketing mix that affects the decision to purchase products through the Tiktok application, 3) To analyze the results of online consumer behavior towards the decision to purchase products through the Tik Tok application

This study was quantitative research. The population used in this study was people who had purchased products through the TikTok application and used W.G. Cochran's sample size calculation formula, 95% confidence level, and 5% sample selection error. The sample size was 400 people. The instrument used in this research was a questionnaire. Statistics were used to analyze the data, including descriptive statistics such as frequency, percentage, mean, and standard deviation, and inferential statistics, including multiple correlation analysis and Multiple regression analysis

The results of the research found that 1) the majority of respondents were 228 females, aged 20 - 30 years 217 sample, 170 sample had average 20,001 - 30,000 baht monthly income, and 167 sample was under bachelor's degree level. Results of the marketing mix study. Found that in terms of marketing promotion has the highest average, followed by products as for the results of the study of online consumer behavior, it was found that online perception has the highest average. Results of the study: Product decision making through the Tik Tok application was found that awareness of the problem has the highest average 2) Results of analysis of marketing mix factors that affect the decision to purchase products through the Tik Tok application It was found that advertising factors were product side, price side, distribution channel side and marketing promotion these affected the decision to purchase products through the Tik Tok application with a statistical significance of 0.01. 3) The results of the analysis of online consumer behavior factors affecting the decision to purchase products through the Tik Tok application were online perception factors, online emotions, online entertainment continuity, and attitudes towards online media. These affected the decision to purchase products through the Tik Tok application with a statistical significance of 0.01