Omnichannel Marketing That Affects Buying Decision: a Case Study of BMP Fresh Shop.

Abstract

The objectives of this research were to study the importance of omnichannel marketing and the decision to purchase BMP FRESH SHOP products and examine omnichannel marketing affecting the decision to purchase BMP FRESH SHOP products. The population of this quantitative research included general customers or regular customers who previously purchased products or used the services of BMP FRESH SHOP. The sample used in the study was 385 people selected by purposive sampling. The data were collected by using a questionnaire and analyzed by frequency, percentage, mean, and standard deviation and multiple regression analysis. The results showed that, overall, the mean of the influence of omnichannel marketing on purchasing decisions was at a high level, with the highest mean on understanding the behavior and the expectations of customers, delivering experiences that meet customer needs, building customer engagement, and linking channels to reach customers, respectively. As for the purchase decision, overall, the mean picture was at a high level, with the highest mean on post-purchase behavior, evaluation of alternatives, and purchasing decision, respectively. The results of testing the research hypotheses indicated that every independent variable affected the decision to purchase products at BMP FRESH SHOP with statistical significance at the 0.01 level. This can explain the variability in the use of omnichannel marketing affecting the decision to purchase BMP FRESH SHOP at 81.7 percent (R² = .817)