วารสารวิทยาลัยบัณฑิตเอเซีย ...

This study aims to investigate the influence of innovation adoption and digital marketing communication strategies on snack purchase decisions through the TikTok platform. The research was conducted with 400 consumers who purchased snacks online via TikTok in Nakhon Ratchasima Province, Thailand. Purposive sampling was employed, and the data was analyzed using multiple regression analysis. The results revealed that the innovation adoption factors with the highest perceived importance were perceived ease of use, perceived usefulness, and attitude towards use. The digital marketing communication strategies with the highest perceived importance were content marketing and search engine optimization (SEO). The hypothesis testing results showed that the following factors had a significant influence on snack purchase decisions.