THE CAUSAL MODEL OF DIGITAL MARKETING STRATEGIES AFFECTS THE MILLENNIAL GENERATION’S DECISION IN THE ELE
Keywords:
Digital Marketing, Customer Satisfaction, Buying DecisionsAbstract
This research studies the causal model between online marketing strategies, consumer satisfaction, and buying decisions in types of electronic, IT, smartphone, and accessories products with a quantitative method. The objective of the study is to study the factors to influence the satisfaction and buying decisions of consumers in electronic products. The samples were collected from consumers living in Bangkok in Millennials (Gen M). These respondents shopped at Shopee, Lazada, Marketplace, Kaidee, and Sale matchup. The research was carried out using structural equation modeling (SEM) analysis of 549 sample sizes from the AMOS program. The results found that creating positive online marketing strategies affected satisfaction by can predict satisfaction at 89.2%. The online marketing strategies were directly affected by buying decisions but indirectly affected by satisfaction and predict behavior loyalty at 21.5%. This study can be implied to online market planning to create good satisfaction for consumers, particularly about searching for information for products.
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