Digital Marketing and Satisfaction Factors Affecting the Choosing to Purchase Consumer Products in Makro Department Stores in Mueang Lampang District, Lampang Province

Abstract

The purposes of this research were (1) To study the important level of digital marketing, satisfaction, and choosing to purchase consumer products in Makro department stores and  (2) To study digital marketing and satisfaction factors affecting the choosing to purchase consumer products in Makro department stores in Mueang Lampang District, Lampang Province. The sample group is 400 people who have experience in choosing to purchase consumer products in Makro department stores in Mueang Lampang District, the research tool was an online questionnaire. Data were analyzed using descriptive and inferential statistics with Multiple Regression Analysis by Enter Selection technique. The research found that customers who choose to purchase consumer products in Makro department stores consider all factors very important. The factors, in order of importance, are digital marketing (4.17), satisfaction (4.03), and choosing to purchase consumer products (3.98). The result of digital marketing has the greatest impact on the choosing to purchase consumer products, with a path coefficient equal to (β=.490). Lastly, satisfaction also affects the choosing to purchase consumer products, with a path coefficient equal to (β=.086). All the factors are significant at the 0.05 level and can predict the purchase of consumer products by 50.00 percent.