The Impact of Paid Media, Owned Media, And Earned Media Towards the Purchase Decision on Health Food Supplements of Millenials and Gen Zs in Bangkok, Thailand

Abstract

The purpose and objectives of this research is to study the Impact of Paid Media, Owned Media, and Earned Media, Towards the Purchase Decision on Health Food Supplements among Millennials and Gen Zs in Bangkok, Thailand. The study had 400 respondents of legal-aged people who are part of the Millennials and Generation Z population, all residing in Bangkok, Thailand at the time of the study. The researcher used an online questionnaire as the research tool and applied multiple regression model for hypothesis testing with the significance level of 0.05. The results showed that Paid Media, Owned Media and Earned Media impacts the Purchase Decision on Health Food Supplements among Millennials and Gen Zs in Bangkok, Thailand.