Enhancing consumer purchasing behavior in café businesses through digital marketing capabilities: Insights from Northeastern, Thailand

Abstract

This study conducted a comprehensive investigation of various digital marketing tactics that can significantly influence coffee shop patrons' purchase decisions in the Northeastern region of Thailand. Data were collected from 384 coffee shop customers, focusing on four key components: social media engagement priority, influencer marketing dynamics, brand awareness, and brand loyalty. The study examined both direct and indirect relationships among these factors using a standardized structured questionnaire. Structural equation modeling, performed with Jamovi software, was employed for data analysis. The results indicated that emphasizing social media and influencer marketing strategies notably enhanced brand visibility, which is essential for cafes aiming to foster long-term customer loyalty. These findings underscore the importance of implementing agile and engaging digital marketing strategies to establish enduring relationships between brands and consumers.