INTEGRATED MARKETING COMMUNICATION THROUGH DIGITAL MEDIA INFLUENCING CONSUMER PURCHASE DECISION OF ABC SAUSAGE BRAND IN BANGKOK

Abstract

The purpose of this study was to examine integrated marketing communications through digital media that affect the purchasing decision of consumers in Bangkok, the brand ABC sausage products. From a population of 400 people who had previously consumed ABC brand sausage products and lived in Bangkok, questionnaires were used as a tool to collect data. The data were analyzed using descriptive statistics, including percentage, mean, standard deviation, and multiple regression analysis. The study results found that most customers were female, aged between 26-33 years, single, had a bachelor's degree, had an income of 25,001-35,000 baht, were private employees, and had 3-4 family members. In terms of behavior in deciding to buy sausage products, it was found that most consumers have a frequency of purchase of 3-4 times per month. The primary reason for purchasing sausages was the product quality/delicious taste. Most buy sausages through convenience stores. The average cost per session is 101-300 baht. The consumption pattern is mainly with family. Most of them buy AMF brand sausages. The people who influence the decision are friends/acquaintances and family. The primary information channel is Tiktok. The hypothesis testing found that integrated marketing communication through digital media, including digital advertising, digital personal selling, digital sales promotion, digital publicity and public relations, and digital direct marketing, significantly affects the decision to purchase ABC brand sausage products of consumers in Bangkok.