Online Marketing Communications and Marketing Mix Affecting Purchasing Decision of Buying Dog and Cat Food via Social Media
Keywords:
Online Marketing Communication, Marketing Mix, Purchasing Decision, Social MediaAbstract
This research aimed to study 1) the importance of online marketing communication, the marketing mix, and purchase decisions, and 2) the relationship between online marketing communication and the marketing mix that influenced the decision to purchase dog and cat food online. The research was quantitative. A sample of 400 individuals was obtained through simple random sampling. The research instrument was a questionnaire. Data were analyzed using descriptive statistics, including percentage, mean, and standard deviation, and inferential statistics were analyzed using multiple regression. The research findings revealed that all factors were considered highly important, ranked from most to least as follows: the marketing mix, purchase decision, and online marketing communication. The hypothesis testing showed that all three aspects of online marketing communication, namely website marketing, content marketing, and social media marketing, had a statistically significant effect on the decision to purchase dog and cat food via social media at the 0.05 significance level. Online marketing communication was found to influence 28.50% of the decision to purchase dog and cat food through social media. Additionally, it was found that all three aspects of the marketing mix, namely product, price, and promotion, had a statistically significant effect on the decision to purchase dog and cat food via social media at the 0.05 significance level. The marketing mix was found to influence 43.80% of the decision to purchase dog and cat food through social media.
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