Factors Influencing Digital Marketing Strategy on Purchase Intention of Consumers: a Case Study of Company S in the Casual Food Industry

Abstract

The purpose of this study is to identify the factors that influence digital marketing strategies on consumer purchase intention and to examine the impact of demographic characteristics on this issue. The research objectives are: (1) to analyse the demographics of the customers of Company S, (2) to analyse the consumer behaviour of S-company’s customers, and (3) to explore the impact of the digital marketing mix on consumer purchase intention. Company S operates in the casual food industry. This paper adopts the 6P's marketing mix, which are: product price, product type, product quality, product description, product delivery, and promotion. Data from 400 samples were collected through an online questionnaire survey, and the questionnaire data were mainly analysed empirically in model-relationship measurements, with descriptive analysis, regression analysis, and analysis of variance (ANOVA) using SPSS statistical analysis software. The importance of this study is that it will enrich the research content of 6P theory on online marketing strategy in the casual food industry. In addition, it can help Company S to highlight its strengths, improve corporate profitability, and provide empirical methods for the entire casual food industry. The results of the study show that product assortment, product quality, and promotions in the digital marketing mix have a positive impact on consumers' purchase intention. In addition, the findings show that consumer intentions are also influenced by age, education, and income.