The Impact of Influencer Marketing on Consumers Purchase Decisions for Atipa Brand Products in Bangkok

Abstract

This research study entitled " The Impact of Influencer Marketing on Consumers Purchase Decisions for Atipa Brand Products in Bangkok" aims to examine: (1) influencer marketing in relation to the Atipa brand; (2) consumer purchase decisions for Atipa brand products; and (3) the influence of influencer marketing on consumer purchase decisions for Atipa brand products in Bangkok. The sample consists of 400 consumers who purchase Atipa brand products in Bangkok, selected through convenience sampling. The research instrument is a questionnaire. Data analysis employs percentage, mean, standard deviation, and multiple regression analysis. The findings reveal that the majority of respondents are female, aged between 20-30 years, with student as their occupation, and having an average monthly income of 10,000 baht or less. Regarding purchasing behavior for Atipa brand products, respondents primarily purchase clothing items, with a purchase frequency of once per month, an average purchase quantity of one piece per transaction, a price range of 101-500 baht per purchase, TikTok as the preferred purchasing channel, and product quality as the primary reason for purchase decision.

            The results indicate that: (1) Overall influencer marketing for Atipa brand is at the highest level. When examined by dimension, communication channels, credibility, content, and psychological impact on consumers are all at the highest level. (2) Consumer purchase decisions for Atipa brand products in Bangkok are also at the highest level overall. Specifically, post-purchase behavior, alternative evaluation, information search, need recognition, and purchase decision are all at the highest level. (3) Multiple regression analysis reveals that influencer marketing significantly influences consumer purchase decisions for Atipa brand products at the 0.05 significance level. The psychological impact on consumers, communication channels, and credibility dimensions have standardized regression coefficients (β) of 0.581, 0.243, and 0.130, respectively. The coefficient of determination (R Square) is 0.845, indicating that influencer marketing variables can explain 84.5% of the variance in consumer purchase decisions for Atipa brand products.