Consumer Behavior of Generation Z and Digital Marketing Strategy 4.0 that Affect to Consumer’s Buying Decision Process in Nonthaburi

Abstract

The objectives of this research were to: 1) study the purchasing behavior of Generation Z in Nonthaburi, 2) study the importance of digital marketing strategies 4.0 of Generation Z who decided to buy products in Nonthaburi, 3) study the importance of the purchasing decision process of Generation Z in Nonthaburi, 4) study the behavior of Generation Z that affecting to consumer’s buying decision process in Nonthaburi, and 5) study digital marketing strategies in the era of 4.0 affecting the purchasing decision process of Generation Z in Nonthaburi. The sample was the 400 Generation Z in Nonthaburi. The researcher collected the data by using online questionnaires. Statistics used for analysis were frequency, percentage, mean, standard deviation, and Multiple Regression Analysis (Enter Method).

                   The results of the research showed that: 1) most of them decided to buy the product themselves. Shopping for fashion products. The reason for the purchase because the product was out of stock. And often spend the holidays in selecting products, choose the Facebook for online channel. And choose the shopping center for offline channel. 2) Level of importance for digital marketing strategies 4.0, The ask was the first. 3) Level of importance for purchasing decision process, found that the information search was the first. 4) Consumer behaviors that affecting the purchasing decision process of Generation Z in Nonthaburi include having other people to buy for them. The reasons for buying products because of promotion selling was attractive, choosing to purchase products/services. Through online, and the person who influences the purchasing decision was family member. 5) Digital marketing strategies 4.0 that influenced the purchasing decision process of Generation Z in Nonthaburi consisted of appeal, act and advocate was statistically significant at the .05 level.