THE INFLUENCE OF DIGITAL MARKETING ON THE PURCHASE DECISION OF RIVER SNAIL NOODLE IN GUANGXI PROVINCE, CHINA

Abstract

This study aims to examine the influence of digital marketing on the purchase decision of river snail noodle among Guangxi residents. The samples consisted of 400 consumers in Guangxi Province who had experience purchasing bagged river snail noodle products. The questionnaire was administered to collect the data, adopting convenience sampling methods. Descriptive statistics, independent samples t-test, one-way ANOVA, and multiple regression analysis were employed for data analysis using SPSS. The results indicated that digital marketing significantly influences consumers’ purchase decision of river snail noodle. Among the four digital marketing dimensions, Email Marketing and Social Media Marketing demonstrate relatively stronger effects on purchase decision. In addition, demographic factors partially influence purchase decision, where gender and earning income show significant differences while age and education level do not present significant differences. This study concludes that digital marketing plays an important role in shaping consumers’ purchasing decisions in the market for regional specialty food products and provides managerial implications for river snail noodle enterprises to strengthen their digital marketing strategies.

Keywords: Digital Marketing, Purchase Decision, River Snail Noodle