Marketing Mix that Influences Purchasing Decisions through Online Social Media of Consumers in Mueang District, Ubon Ratchathani Province

Abstract

The objective of this study was to investigate the marketing mix influencing the decision to buy products via social media of consumers in Mueang district, Ubon Ratchathani province. The samples consisted of 400 consumers who purchased the products via social media in Mueang Ubon Ratchathani district in the year 2020. The statistics used in data analysis were standard deviation, mean and multiple regression using Stepwise method. The results of the study showed that the marketing mix factors influenced consumers’ decision to buy products through social media in Mueang district, Ubon Ratchathani province was a high level with statistical significance at level of .01 with a multi-valued correlation coefficient of .89, and five predictive variables consisting of: 1. Product aspect, 2.Marketing promotion, 3.Price, 4. Personnel, and 5. Process, all of which helped explain the variance of influence on decision of Ubon Ratchathani province by 78%, and the predicted regression coefficient standard correlation of each predictor variable had the power to predict the influence of online shopping decisions in Mueang district, Ubon Ratchathani province with statistical significance at the .01 level.