THE INFLUENCE OF MARKETING MIX FACTORS ON CONSUMER PURCHASING DECISION : THE EVIDENCE FROM SOCIAL MEDIAS PLATFORM IN BEIJING

Abstract

This research aimed to (1) study the level of marketing mix factors and consumer purchasing decisions. (2) to analyze the personnel factors, influence the consumer purchasing decisions through social media. (3) To analyze the marketing mix factors, influence the consumer purchasing decisions through social media. The samples used in this research were 400 people who bought products through social media in Beijing which were Wechat and Douyin. The questionnaire was used to collect data. Data were analyzed by frequency, percentage, mean, standard deviation, and hypothesis testing using multiple regression analysis. The results found that marketing mix factors in overall was at high level. When considered to each aspect found that the highest average was promotion, followed by product and the least was place. The hypothesis test results found that personal factors influence consumer purchasing decisions through social media platforms and marketing mix factors influence consumer purchasing decisions through social media platform with statistically significantly at 0.05 with a forecast capacity of 81 percent.