FACTORS OF DIGITAL MARKETING PERCEPTION THAT INFLUENCE PURCHASING DECISIONS: OF KARENPO TEXTILES PRODUCTS FROM PHETCHABURI PROVINCE

Abstract

Introduction: The Karen Pwo Handwoven Textile Community Enterprise in Phetchaburi Province has continuously developed and marketed its products. However, with the growing importance of digital marketing and increasing global competition, community enterprises must adapt to expand their distribution channels more effectively in order to meet consumer demands. Objectives: 1. examine consumer behavior, 2.  investigate digital marketing factors, and 3. develop a structural equation model (SEM) of digital marketing factors influencing the purchase decisions of Karen Pwo handwoven textile products in Phetchaburi Province. Methods: A quantitative research design was employed. The population and sample consisted of 400 individuals interested in handwoven textile products. Data were collected through an online questionnaire and analyzed using frequency, mean, and standard deviation. Results:1. most consumers had never purchased Karen Pwo handwoven textile products but expressed interest in woven textile items such as clothing and apparel, which they considered suitable as souvenirs; 2. the most influential digital marketing factor affecting purchase decisions was the presentation of the history and meaning behind the textile patterns, with TikTok being the most preferred purchasing channel; and 3. structural equation modeling indicated that the digital marketing factors influencing purchasing decisions consisted of four dimensions: sales promotion, marketing communication tools, content creation, and social media channels. All factors demonstrated a good fit with the empirical data, with fit indices as follows: CMIN/DF = 2.45, RMSEA = 0.044, GFI = 0.95, AGFI = 0.92, RMR = 0.034, NFI = 0.95, CFI = 0.97, TLI = 0.96, IFI = 0.93, and P = 0.06.