E-Commerce Marketing Mix Factors That Affect Repeat Purchases After Using the E-Commerce Durian Shop Service

Abstract

This research study aims to examine the marketing mix factors influencing repeat purchases after using durian E-Commerce stores and to explore the relationship between these marketing mix factors and repeat purchases. A quantitative research method was employed using a questionnaire as a data collection tool. The sample consisted of 400 respondents, and the data were analyzed using statistical software. Various statistical measures were applied, including percentage, mean, standard deviation, and Pearson’s correlation coefficient, with a significance level set at 0.01. The findings indicate that among the 400 customers, the majority were female (48.80%), aged 26–30 years (34.80%), married (52.30%), held a bachelor’s degree (38.30%), and had an average monthly income of 15,001–20,000 THB (29.80%). The overall influence of the 4P marketing mix factors on repeat purchases was at a high level. Among these, product showed the strongest correlation with repeat purchases (r = 0.464), followed by price (r = 0.405), marketing promotion (r = 0.136), and place/distribution channels (r = 0.105), all showing positive correlations.