Product Innovation and Digital Marketing Affecting Decision to Purchase OTOP Products

Abstract

This research aimed to 1) study product innovation affecting decision to purchase OTOP products of consumers, and 2) study digital marketing affecting decision to purchase OTOP products of consumers. A questionnaire was used as a research instrument to collect data from the sample of 384 consumers in Chumphon province. Multiple regression analysis was conducted to test the hypothesis. The findings of this study indicated that three product innovation areas could jointly predict and explain 29.4 % of the variation in the decision to purchase OTOP products of consumers. The newness, uniqueness, and product of origin had a positive impact on the decision to purchase OTOP products of consumers in Chumphon province at a statistically significant level. The study of digital marketing affecting decision to purchase OTOP products of consumers found that the four areas of digital marketing could jointly predict and explain 36.3 % of the variation in the decision to purchase OTOP products of consumers. Social media and content marketing positively affected the decision to purchase OTOP products of consumers at a statistically significant level. Web marketing and homepage did not affect the decision to purchase OTOP products of consumers.