Online Marketing, Brand Image Influencing the Buying Decision Process of Thai Brand Perfumes on Online Platforms

Abstract

          The research objectives aimed to study 1) online marketing influencing the process of Thai Brand Perfumes on online platforms, 2) the brand image influencing the purchase decision process of Thai Brand Perfumes on online platforms; and 3) online marketing, brand image influencing the buying decision process of Thai brand perfumes on online platforms. The research was a quantitative research. The research samples consisted of 400 people. Especially, they had to buy Thai brand perfumes. The instrument used in the study was a questionnaire verifying its reliability. The statistical tools used for the data analysis were percentage, frequency; and the multiple regression analysis was used to test the hypothesis.

           The results of this research were: 1) online marketing to the process of Thai brand perfumes on online platforms in terms of price and place affected the purchase decision the most at the statistical significance level of 0.05; 2) the brand image in the purchase decision of Thai brand perfumes on online platforms in terms of products or services and brand personality affected the purchase decision the most at the statistical significance level of 0.05; and 3) online marketing and brand image influencing on the buying decision of Thai brand perfumes on online platforms in terms of brand image aspect affected the purchase decision the most at the statistical significance level of 0.05.