Marketing Factors and Brand Communication of SMEs Influencing Purchasing Decision on the Physiological Consumers in MahaSarakham Province

Abstract

        This study aims to examine the marketing and brand communication factors of small and medium-sized enterprises (SMEs) that influence the purchasing decisions of digital consumers in Maha Sarakham Province. A purposive sampling method was employed to select 400 participants, and data were collected using questionnaires. The data were analyzed using percentage, frequency, mean, standard deviation, and multiple regression analysis. The findings revealed that: 1) Overall, the respondents’ opinions on marketing and brand communication factors influencing their purchasing decisions were at a high level. Specifically, the physical attributes of the products and brand credibility were rated the highest. Similarly, the overall level of purchasing decision-making was also high, with the highest ratings in the aspect of decision intention. 2) The most influential marketing factor affecting purchasing decisions was the physical attributes of the products, followed by service processes and product-related aspects. In terms of brand communication, the most influential factor was consistent brand messaging, followed by interactive communication and brand value, respectively. Both groups of factors were found to significantly influence consumers' purchasing decisions at the 0.05 level of statistical significance