The Causal Factors Influencing Consumers Purchasing Decision of Smart Television in Songkhla Province
Keywords:
Digital Marketing Communication, Marketing Mix, Purchase DecisionAbstract
The purpose of this research was to study digital marketing communication factors that influences consumers purchasing decision of smart television in Songkhla province. The study sample group is consumers who have purchased a smart TV in the last 1 year, it comprises 250 consumers who live in Songkhla province. The study applied purposive judgmental sampling method, used online surveys to gather information. The statistical data were analyzed by SPSS software and causal factors model by the partial least squares-structural equation modeling (PLS-SEM). The results showed that the digital marketing communication factors, namely content marketing, search engine optimization (SEO), social media affecting consumers purchasing decision of smart television in Songkhla province. While digital marketing communication, namely website, E-Mail marketing does not affect consumers purchasing decision of Smart television in Songkhla province.
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