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dc.contributor.authorChoktaweetaragul, Savarosen_US
dc.contributor.authorสวรส โชคทวีธรากุลen_US
dc.date.accessioned2022-12-03T06:38:21Z
dc.date.available2022-12-03T06:38:21Z
dc.date.issued2022-12-03
dc.identifier.urihttp://repository.rmutp.ac.th/handle/123456789/3954
dc.descriptionการค้นคว้าอิสระ (บธ.ม.) -- มหาวิทยาลัยเทคโนโลยีราชมงคลพระนคร, 2564en_US
dc.description.abstractThis research aims to study the demographic characteristics affecting the decision to buy home furniture through mobile applications for Gen Y consumers and study the marketing mix 7 P’s and digital marketing model that affect the decision to buy home furniture through mobile application of Gen Y consumers. The population used in this research is population born between 1980 and 1997 are now between 24-41 years old live in Bangkok amount of 1,453,477 people, the data were collected from 400 samples. The sample size was calculated following the Taro Yamane method.The descriptive statistics used were frequency, percentage, mean, standard deviation (SD) and Inference statistical, such as the difference analysis of the mean of the 2 sample groups (Independent Sample T-test), difference analysis for sample mean of more than 2 groups by one-way analysis of variance (One-Way ANOVA), and multiple regression analysis (Multiple Regression). The research results indicated that 1) the demographic characteristics, such as gender and age, had no impact on the overall decision-making to buy home furniture through mobile application of Gen Y consumers. In contrast, marital status, level of education, career, and income had an overall effect on the decision to buy home furniture through mobile applications for Gen Y consumers 2) Furthermore, the marketing mix 7 P’s consisting of product, price, promotion, process, physica, presentation and digital model, on the overall effect the decision-making to buy home furniture through mobile applications. Moreover, digital marketing model, content marketing, website creation, assisted marketing, e-mail marketing, and online marketing impact the decision-making of buying home furniture through a mobile application. It was recommended that since the marketing mix, especially product, price, and promotion, affected the overall decision-making of buying product. Therefore, if home furnitures are sold through mobile application content marketing must be developed at the highest level, followed by social media marketing and email marketing had the most negligible positive impact on the overall buying decision-making and every factorsen_US
dc.description.sponsorshipRajamangala University of Technology Phra Nakhonen_US
dc.language.isothen_US
dc.subjectMarketingen_US
dc.subjectการตลาดen_US
dc.subjectMobile appsen_US
dc.subjectโปรแกรมประยุกต์บนอุปกรณ์เคลื่อนที่en_US
dc.subjectDecision makingen_US
dc.subjectการตัดสินใจen_US
dc.subjectShoppingen_US
dc.subjectการซื้อสินค้าen_US
dc.titleThe influence of Digital marketing on consumer buying decision in home furniture through mobile application among Generation Yen_US
dc.title.alternativeรูปแบบการตลาดดิจิทัลที่มีอิทธิพลต่อการตัดสินใจซื้อสินค้าตกแต่งบ้านผ่านโมบายแอปพลิเคชันของผู้บริโภค Gen Yen_US
dc.typeIndependent Studyen_US
dc.contributor.emailauthorarit@rmutp.ac.then_US


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