The influence of Digital marketing on consumer buying decision in home furniture through mobile application among Generation Y

Abstract

This research aims to study the demographic characteristics affecting the decision to buy home furniture through mobile applications for Gen Y consumers and study the marketing mix 7 P’s and digital marketing model that affect the decision to buy home furniture through mobile application of Gen Y consumers. The population used in this research is population born between 1980 and 1997 are now between 24-41 years old live in Bangkok amount of 1,453,477 people, the data were collected from 400 samples. The sample size was calculated following the Taro Yamane method.The descriptive statistics used were frequency, percentage, mean, standard deviation (SD) and Inference statistical, such as the difference analysis of the mean of the 2 sample groups (Independent Sample T-test), difference analysis for sample mean of more than 2 groups by one-way analysis of variance (One-Way ANOVA), and multiple regression analysis (Multiple Regression). The research results indicated that 1) the demographic characteristics, such as gender and age, had no impact on the overall decision-making to buy home furniture through mobile application of Gen Y consumers. In contrast, marital status, level of education, career, and income had an overall effect on the decision to buy home furniture through mobile applications for Gen Y consumers 2) Furthermore, the marketing mix 7 P’s consisting of product, price, promotion, process, physica, presentation and digital model, on the overall effect the decision-making to buy home furniture through mobile applications. Moreover, digital marketing model, content marketing, website creation, assisted marketing, e-mail marketing, and online marketing impact the decision-making of buying home furniture through a mobile application. It was recommended that since the marketing mix, especially product, price, and promotion, affected the overall decision-making of buying product. Therefore, if home furnitures are sold through mobile application content marketing must be developed at the highest level, followed by social media marketing and email marketing had the most negligible positive impact on the overall buying decision-making and every factors