Attitude, Trust and Online Marketing Mix to Purchasing Decision of Meat Processing Products Cluster in Ubon Ratchathani

Abstract

The objective of this research was to study the factors to purchasing decision by digital distribution channel of meat processing products cluster in Ubon Ratchathani. by the quantitative method. The populations were product consumers who have made a purchase decision by digital distribution channel in Ubon Ratchathani, entrepreneur of meat processing products cluster in Ubon Ratchathani and website trial users. The Research tools are questionnaire for product consumers who have made a purchase decision by digital distribution channel in Ubon Ratchathani, with 400 sample size. The statistics used to analyze data included frequency, percentage, mean and standard deviation. The research results show as follow: (1) The factors of attitude, trust and online marketing mix to purchasing decision of meat processing products cluster in Ubon Ratchathani were at high level, in the top 3 viz online marketing mix in distribution channel, product and personal service.