The Impact of Marketing Mix, Digital Marketing, and Word of Mouth Towards Consumers’ Purchasing Decisions in Online Food Delivery Services in Yangon, Myanmar

Abstract

The purpose of this research study was to investigate the impact of marketing mix, digital marketing, and word of mouth towards consumers purchasing decisions in online food delivery services in Yangon, Myanmar. The population of this study focuses on the people who engage in purchasing food through online delivery services. A sample size of 400 respondents in Yangon, Myanmar, who had previously experience with online food delivery services, was selected using a convenience sampling method. The data analysis involved utilizing methods such as frequency, percentage, mean, standard deviation, and multiple linear regression. The results of the study indicated that the marketing mix factor (Beta = .148, digital marketing factor (Beta = .206), and word of mouth factor (Beta = .415) had a statistically significant impact on the consumers’ purchasing decisions in online food delivery services in Yangon, Myanmar at a statistical significance level of 0.05.