INFLUENCE OF DIGITAL MARKETING 4.0 STRATEGIES ON ONLINE PURCHASING DECISIONS OF CONSUMERS IN MUEANG DISTRICT, NAKHON RATCHASIMA PROVINCE

Abstract

This research aimed to: 1) investigate online purchasing behavior, 2) examine the levels of opinion toward Digital Marketing 4.0 strategies, and 3) analyze the influence of such strategies on online purchasing decisions among consumers in Mueang District, Nakhon Ratchasima Province. This quantitative study employed a questionnaire to collect data from a sample of 400 consumers selected through purposive sampling. The research instrument demonstrated a reliability coefficient of 0.89. Statistical techniques included percentage, mean, standard deviation, and hypothesis testing.

          The findings revealed that the majority of respondents were female, aged between 20 and 30 years, and preferred purchasing fashion and beauty products through online channels. Digital Marketing 4.0 strategies significantly influenced purchasing decisions at a high level. Notably, trust and payment systems emerged with the highest mean score and served as a critical factor driving consumers through the 5A’s framework, from building trust to the final stages of purchase (Act) and recommendation (Advocate). The results reflect that secure digital infrastructure is a fundamental element in mitigating risks and stimulating consumer decision-making in the digital era.

          Managerial Implications: The findings offer significant benefits for entrepreneurs in Nakhon Ratchasima Province. Specifically, enhancing payment security and building "Digital Trust" are urgent strategies required to establish reliable service standards. These measures will facilitate the transition of consumer behavior from awareness to brand loyalty and the creation of sustainable local advocacy networks.