The Development of a Digital Marketing Strategy Model to Influence Re_Purchase Intention of Consumer Products Through Online Channels

Abstract

The rapid expansion of Thailand's e-commerce industry, fueled by evolving consumer behaviors and increasing digital adoption, has created a competitive landscape where businesses must develop innovative marketing strategies to enhance repurchase intentions. This study constructs a digital marketing strategy model that integrates content-based digital marketing (DMC) with the marketing mix (7Ps) to examine their impact on consumer purchasing decisions through satisfaction and trust. By employing Structural Equation Modeling (SEM) and Necessary Condition Analysis (NCA), the study analyzes responses from 600 online consumers in Bangkok. The findings reveal that DMC and 7Ps significantly influence purchase decisions, which subsequently affect trust and satisfaction, ultimately leading to higher repurchase intentions. Notably, trust is identified as a more influential factor in fostering consumer loyalty than satisfaction, emphasizing its crucial role in long-term brand relationships. These insights provide actionable strategies for businesses to optimize digital content and marketing frameworks, ensuring sustained competitiveness in Thailand’s dynamic e-commerce sector.