Digital Marketing and Decision Process in Buying Computer Notebooks in Ubonratchathani Metropolitan Municipality
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Abstract
The survey research has the following study objectives 1) to study the levels of consumers’ perceptions of the digital marketing factors in Ubonratchathani metropolitan municipality, 2) to study the significant levels of decision process in buying computer notebooks and 3) to study the impact of digital marketing on decision process in buying computer notebooks. The survey at convenience from 700 respondents who have bought or have contemplated in buying computer notebooks via digital marketing communications. The study tool was questionnaire, the Likert’s five-point rating scale. It was descriptive analysis and regression statistics using Enter Selection technique.
The survey results revealed that most of the respondents’ opinion regarding the digital marketing factors was at high level. Factor having the highest level of influence was the content marketing, of which communication was short, focus and explanation process or benefits derived from merchandize easy to understand, followed by digital marketing channel factor. As for consumer buying decision process, the survey showed that consumer gave priority to assessing alternatives, followed by buying decisions. The regression analysis results showed that digital marketing significantly impacted the decision process in buying computer notebooks at the statistical level of .05. The findings would be beneficial to implement digital marketing as a strategy to increase sales revenue, expand market share and add another communication channel to customers.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
ข้อความและบทความในวารสารนวัตกรรมการบริหารและการจัดการ เป็นแนวคิดของผู้เขียน ไม่ใช่ความคิดเห็นและความรับผิดชอบของคณะผู้จัดทำ บรรณาธิการ กองบรรณาธิการ วิทยาลัยนวัตกรรมการจัดการ และมหาวิทยาลัยเทคโนโลยีราชมงคลรัตนโกสินทร์
ข้อความ ข้อมูล เนื้อหา รูปภาพ ฯลฯ ที่ได้รับการีพิมพ์ในวารสารนวัตกรรมการบริหารและการจัดการ ถือเป็นลิขสิทธิ์ของวารสารนวัตกรรมการบริหารและการจัดการ หากบุคคลใดหรือหน่วยงานใดต้องการนำทั้งหมดหรือส่วนหนึ่งส่วนใดไปเผยแพร่ต่อหรือกระทำการใดๆ จะต้องได้รับอนุญาติเป็นลายลักษณ์อักษรจากวารสารนวัตกรรมการบริหารและการจัดการก่อนเท่านั้น
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