THE ACCEPTANCE OF INNOVATION AND ONLINE MARKETING MIX ON PURCHASE DECISION THROUGH THE TIKTOK APPLICATION IN CHONBURI PROVINCE

Abstract

This study aimed to study the decision-making behavior of purchasing products through the Tiktok application and to study the factors of the online marketing mix and the acceptance of innovations affecting the decision to purchase through the Tiktok application. This research is a quantitative research. The sample group used in this study is 400 people who have experience in purchasing products through applications in the province. A questionnaire was used to collect data. The statistics used were frequency, percentage and mean, standard deviation, and logistic regression analysis. The results of the study found that the variables entered into the equation predicting the decision to purchase through the Tiktok application with a significance level of .05 were product factors, with a coefficient of 0.758, respectively. The variables entered into the equation predicting the decision to purchase through the Tiktok application with a significance level of .01 were perceived financial resources, perceived trust, and price factors. With coefficients of 0.696, 1.461 and 1.328, respectively, these independent variables can jointly explain the variance of purchasing decision via Tiktok Application by 41.10 percent (R2 = 0.410, X2 = 218.007) with statistical significance at the 0.01 level.