Factor that Affect the Decision Making on Purchasing Products from Online In Tak Province

Abstract

This research aims to study demographic factors and marketing factors. and behavior in purchasing products via online media of consumers Including the study of demographic factors and marketing factors that affect consumers' behavior in buying products via online media. The sample group used in the research study was There are 348,308 consumers in Tak Province. Using Taro Yamane's method, the confidence level was set at 95%. The sample population was 399.54 people, so the researcher used a population of 400 people. using a questionnaire as a tool to collect data. Statistics used in data analysis are descriptive statistics consisting of frequency, percentage, mean and standard deviation. Quantitative statistics include Independent Sample t-test, Chi-square and Multinominal Logistic Regression Analysis.

The research results found that The majority of the sample were female, aged 21 - 25 years, Bachelor's degree or equivalent education student/student Work period less than 1 year and income less than 15,000 baht. The media used is Facebook. There are 1 - 2 purchases per month. and purchase with a price of less than 1,000 baht. The results of the hypothesis testing found that, marketing factors that affect the media used by consumers to purchase products include product and price aspects. Marketing factors that affect the frequency of purchasing products by consumers include products. As for the price level of purchasing products, there is no marketing factor that has an effect at all.