THE INFLUENCE OF INFLUENCER MARKETING AFFECT DECISION-MAKING IN PURCHASING PET FOOD BRANDS FELINA CANINO AND VIF IN BANGKOK

Abstract

The objectives of this study are as follows 1) To study customer opinions towards the brand's strategy in utilizing Influencer Marketing. 2) To examine customers' purchasing decisions for pet products under the Felina Canino and Vif brands. 3) To analyze the impact of Influencer Marketing on pet owners' purchasing decisions for pet products of the Felina Canino and Vif brands in the Bangkok metropolitan area. Who purchased dog and cat food. The researcher applied purposive sampling criteria to select consumers from Bangkok who are members of the brands Felina Canino and VIF. Specifically, 4,062 members of Felina Canino and 5,732 members of VIF (according to H company, 2024) were selected. The sample size was calculated using the Yamane formula (1967) with a 95% confidence level and a margin of error of 5%. A total of 370 respondents were surveyed using questionnaires to ensure the completeness of the research. The results of the study revealed the following 1) The attractiveness factor (ß = 0.190) has a medium-level impact on purchasing decisions for Felina Canino and VIF products. This factor was ranked second in its influence on purchasing decisions and had statistical significance at 0.05. 2) The credibility of influencers (Sig = 0.000) has a significant impact on the purchasing decisions for Felina Canino and VIF products. The weight of the influence of this independent variable (ß = 0.408) indicates that credibility is the most influential factor among all variables, significantly affecting purchasing decisions for these brands at the 0.05 significance level. 3) The expertise of influencers (Sig = 0.000) also influences purchasing decisions for Felina Canino and VIF products. The weight of the impact of expertise (ß = 0.176) shows that expertise has the smallest effect among the three factors but still plays a significant role in purchasing decisions, ranked third in terms of significance at the 0.05 level.