The Relationship between Digital Marketing Communication and Consumer Purchasing Decision Making Processes of Smart Phone in Nonthaburi Province

Abstract

The objectives of this research were to study: 1) the importance of digital marketing communication among consumers in Nonthaburi Province, 2) the importance of the consumer purchasing decision process on smartphones in Nonthaburi Province, and 3) the relationship between digital marketing communication and the consumer purchasing decision process on smartphones in Nonthaburi Province. Quantitative research was conducted using questionnaires as a research tool, with Validity score of 0.96 and Reliability score of 0.976. The 400 samples by stratified sampling method consisted of people who purchased the smartphones that either residing or working in Nonthaburi Province. The statistics used Frequency, Percentage, Mean, Standard Deviation, and Pearson’s Correlation Coefficient.

        The results of the research revealed that 1) the overall of the importance of digital marketing communication of consumers purchasing smartphones in Nonthaburi Province was rated at the highest level through the aspect of digital public relations which was at the highest average level, 2) the overall importance of the consumer purchasing decision process on smartphones in Nonthaburi Province was rated at the highest level, besides; the aspect of information search was the highest average level, and 3) the digital marketing communication had high positive correlation with the smartphones purchasing decision process of consumers in Nonthaburi Province with the statistical significance at .01 level. Additionally, the aspects of digital public relations, digital direct marketing, digital sales promotion, and digital advertising all show a high positive correlation with the consumer purchasing decision process on smartphones in Nonthaburi Province with the statistical significance at the .01 level, this research supports smartphone businesses in optimizing their marketing strategies to address consumers' needs in Nonthaburi province effectively.