Marketing Mix Factors Influencing Consumers’ Online Purchasing Decisions in Mueang District, Narathiwat Province
DOI:
https://doi.org/10.55164/ecbajournal.v18i2.284427Keywords:
Marketing Mix Factors, Online Product, Consumer, Purchasing DecisionsAbstract
This research aimed to 1) study the marketing mix factors influencing online purchasing decisions of consumers in Mueang District, Narathiwat Province; 2) compare the online purchasing decisions of consumers in Mueang District, Narathiwat Province, classified by personal factors; and 3) study the marketing mix factors that affect the online purchasing decisions of consumers in Mueang District, Narathiwat Province. Quantitative research methodology was used. Due to the uncertainty of the population size, Cochran’s method was employed to calculate a representative sample size and reduce potential errors. Consequently, a sample of 400 online consumers in Narathiwat Province was recruited using a convenience sampling technique. Data collected via questionnaires were analyzed using descriptive statistics including frequency, percentage, mean, S.D., T-test, F-test, and stepwise multiple regression. The results disclosed that 1) the overall marketing mix factors influencing online purchasing decisions of consumers in Mueang District, Narathiwat Province, were at a high level; 2) a comparative analysis revealed that differences in gender, age, education level, and monthly income did not lead to significant differences in online purchasing decisions among consumers in Mueang District, Narathiwat Province; and 3)marketing mix factors had a positive effect on the online purchasing decisions of consumers in Mueang District, Narathiwat Province, at a statistical significance level of .05. The influence was ranked as follows: Product (X1 = .88), Place (X3) = .86, Price (X2) = .84, and Promotion (X4) = .82. Collectively, these factors accounted for 68.62% of the predictive power. The research findings provide a strategic guideline for online entrepreneurs, suggesting that priority should be given to product development. Enhancing product quality, credibility, detailed descriptions, and brand image is essential to increasing the likelihood of consumer online purchasing decisions.
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