CONSUMER BUYING BEHAVIOR THROUGH THE TIKTOK APPLICATION OF CONSUMERS IN PHATHUM THANI PROVINCE

Abstract

This study aims to investigate consumer buying behavior through the TikTok application among consumers in Pathum Thani Province. The objectives were to examine personal factors such as gender, age, education level, and monthly income, as well as purchasing decision behavior and marketing factors influencing product purchases via TikTok. Data were collected using online questionnaires distributed to 400 respondents residing in Pathum Thani Province through non-probability sampling. The results revealed that most respondents were female, aged between 18–30 years, with an average monthly income of 10,001–20,000 baht. The most purchased products were clothing, cosmetics, and personal items. The main reasons for purchasing were convenience, seller credibility, and attractive promotions. The marketing mix factors that significantly influenced purchase decisions were Promotion and People, particularly the influence of influencers and product reviews. The findings can be beneficial for entrepreneurs and marketers in Pathum Thani Province to develop effective TikTok marketing strategies that align with the needs and behaviors of digital-age consumers.