The Relationship between Digital Marketing Communication and Purchasing Decision through the TOPS Application of Consumer in Bangkok

Abstract

The objectives of this research were to study 1) digital marketing communications of TOPS Supermarket, 2) purchase decisions via TOPS application, and 3) the relationship between digital marketing communications and purchase decisions via TOPS application of consumers in Bangkok. Quantitative research was conducted, using a questionnaire as a data collection tool. 400 experienced shoppers living in Bangkok were used as the participants in this study, selected by a multi-stage random sampling, and Pearson's simple correlation statistics was upon as the data analysis. The results were shown as follows:

The first priority for TOPS Supermarket's digital marketing communications is sales promotion, followed by digital advertising respectively. As for deciding to buy products through the application, most people tend to buy fresh food products, which usually use the service once a week and cost 100-500 baht per time. In addition, the reason why you choose to shop through the TOPS application is because of convenience. The consumers in Bangkok have the highest level of purchasing decisions through the TOPS application, with an average of 4.30. That means consumers place great importance on making purchase decisions through TOPS application. Moreover, digital marketing correlated with the decision to purchase using TOPS application of consumers in Bangkok at a significant level of .05.