The Affecting of 4Es Marketing Mix to Consumer Buying Decision on Consumer Products via Online Social Network

Abstract

The purposes of the research were 1) to study consumer buying decision on consumer products via social network behavior, 2) to study the effects of the mixed 4Es marketing on consumer buying behavior via social networks. The research is a quantitative research. The sample groups  consisted of 284 people who using social network for purchasing consumer products. The instruments were the online questionnaires. The statistics used were frequency, percentage, mean, standard deviation and multiple regression analysis.

The results shown that consumer buying decision behaviors through online social networks were importantly at a high level, followed by information search, purchase decision, post-purchase evaluation, and needs recognition, respectively. The analysis of mixed 4Es marketing strategies that affected on consumer buying decisions through online social networking revealed that mixed 4Es of marketing in terms of experience, evangelism, and everywhere affected to the buying decisions significantly at .05, which could explain the variation at 53.2%.