ONLINE MARKETING STRATEGY AFFECTING THE PURCHASE DECISION OF GOLD IMITATION THROUGH ONLINE CHANNELS IN THE EASTERN ECONOMIC CORRIDOR

Abstract

The objectives of the research were 1) to study the demographic factors that affect the purchase decision of gold imitation through online channels 2) to study online marketing factors that affects the purchase decision of gold imitation through online. Samples of this research were customer who purchased imitation gold jewelry through online channels in the Eastern Economic Corridor. The total population is unknown, we used the method of selecting samples according to Taro Yamane's formula with the sample size of 400 people. Statistics used in data analysis included frequency, mean, and test of variance, and analysis of multiple regression equations. The research found that 1) The levels of attitude of customers interested in imitation gold jewelry through different online channels due to different personal factors consisting of age, occupation and average monthly income, and 2) Online marketing strategy affecting the purchase decision of gold imitation via online channels includes customer needs, cost, convenience, communication, caring, comfort and completion.