Digital Marketing Affects the Decision to Cosmetic Products Through the Online Market of Consumers in Bangkok

Abstract

          This research aims to (1) to study the general state of digital marketing and make a decision to buy cosmetics through online market. (2) to study the relationship between digital marketing and the decision to buy cosmetics through the online market, and (3) to present digital marketing factors that affect the decision to buy cosmetics through the online market of consumers in Bangkok. It is quantitative research. The research tool was an online questionnaire. Collected data in a sample group, which is a group of consumers via online market in Bangkok, 400 people by non-probability random sampling and a convenient sampling method was used. The statistics used in the research were frequency, percentage, mean, standard deviation, t-test, and multiple regression analysis by the Enter method to study the relationship between the variables.
          The results showed that (1) Most of the respondents were female, aged 21-30 years old, single status, bachelor's degree, occupation of private company employee and have an average monthly income 20,001–30,000 baht, found that consumers with personal factors (gender, age, education level) differently the decision to buy cosmetics through the online market of consumers is also different. (2) digital marketing factors and the decision to buy cosmetics through online market had a high correlation in the same direction, and (3) digital marketing factors affecting the decision to buy cosmetics through online marketplaces. The forecasting equation can be created as DEC = 0.284(CON) + 0.195(SOC) + 0.236(WEB) + 0.097(MAI) + 0.138(INF). Which able to sort the digital marketing factors in order Content marketing, Website/E-marketplace, Social media, Influencer and E-mail marketing respective at level of significant at 0.05.