Factors Influencing the Decision to Shop through Social Media of Suan Sunandha Rajabhat University Students

Abstract

This research aims to study 1) the different demographic factors that influence purchasing decisions via social media of Suan Sunandha Rajabhat University students and 2) the 6P market factors that influence purchasing decisions through social media of Suan Sunandha Rajabhat University students. Collect data from a sample of 400 people, collect data using questionnaires. Analyze data using statistics, percentages, averages, standard deviations, T-Test One-Way Anova, and inferred statistics by analyzing regression equations. The results showed how often we used the Internet to make purchases via social media. We found that 1) the sample was mainly 1-2 times/month. Knowledge of shopping via social media we found that most of the models had a high level of understanding of buying goods via social media. A device used to access the Internet to make purchases through social media. Most use mobile phones and smartphones to shop through social media. Online shopping channels found that, first and foremost, the reasons for buying products purchased through social media. Most of them choose the easy and convenient purchasing process. 2) The marketing mix factors (6P’s) of the business of selling products via social media are at the highest level, including marketing promotion factors. We found the quality of web service factors to be the highest, including efficiency, system availability, and responsiveness.