Factors Affecting the Decision-making Process of Consumers, In Order to Use the Shopping Service via Online Platform
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Abstract
Nowadays, technology is constantly evolving in response to changing consumer behavior due to environmental factors. Therefore, it is necessary for the business sector to adapt in order to effectively meet the needs of consumers, especially in the convenience store business. The objectives of this research were: 1) to study the marketing process that affects the decision to buy products from online convenience stores; and 2) to study the factors influencing confidence in the decision to buy products from convenience stores. online This research uses a quantitative research method. A questionnaire was used as a tool to collect data from a group of 400 people who had experience buying products from online convenience stores. The statistics used to analyze the study data were descriptive statistics. used to analyze data for narrative purposes with preliminary statistics by using frequency, percentage, mean, and standard deviation methods.
The results of the research revealed that promotional marketing communications influenced purchasing decisions through online convenience stores the most through social media. In terms of attitude, it was found that self-traveling behavior was difficult, and buying online can solve travel problems in terms of time. and the price is cheaper than the storefront, but experience may be required for ease of use. In terms of confidence, it was found that brand reputation builds confidence in terms of product quality, warranty, trial, and purchase decision in order to get products that meet the needs, which results in returning repeat purchases.
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