วารสารวิทยาลัยบัณฑิตเอเซีย ...

The objectives of the research were to : study personal factors, Product Purchasing decision behavior, digital marketing communication level and the relationship between digital marketing and consumer decision making behavior online in Khon Kaen Municipality. The samples group used in the research consisted of 400 consumers using probabilistic sampling. If the exact population is not known, use the convenience sampling method was used. The statistics used for data analysis were frequency, percentage, mean("X" ̅), standard deviation (SD), test statistic, chi-square correlation, spearman's correlation coefficient. (Spearman rank correlation coefficient) The research results were found that: 1. Most of the sample were female, age between 31-50 years with a bachelor's degree or equivalent. Occupation was private company Average monthly income was 10,000 - 20,000 baht. Products was bought through digital marketing channels. Types of products were fashion, clothing / shoes / bags. The resons of purchasing were reduction of ordering time / convenience 3-4 times / month, each time 501-1,000 baht, with news received from the internet. 2. Most of them focused on digital marketing to their online shopping decisions, in descending order: Product billboards showing the website page, E-mail, websites, Internet search tool, social media and content marketing, respectively. 3. The analysis found that personal factors did not correlate with purchasing decision behavior except gender, classified by product type and digital marketing communication had no relationship with purchasing decision behavior. except on the website classified by product news source and content marketing had a relationship in the same direction, the sig value was 0.000 had a statistically significant level of 0.05.