The methodology used in this study is quantitative. The purpose of this research was to examine the influences on drinking behavior among college students. Analysis of college students' alcohol purchase habits and a comparison of the elements that influence such habits. The questionnaire collected 400 responses. The majority of respondents were female, aged 21–23, in their fourth year of college, living at home, and earning less than 10,000 baht a month. Drinking habits: The biggest influence was alcohol-drinking friends. Chang, and most individuals buy alcohol only on holidays. Between 6:00 PM and 12:00 AM, most individuals purchase one to two bottles of alcohol from a convenience store or grocery store near their home or workplace. The marketing mixes (digital marketing) the comparison of civil science and behavioral factors with marketing mix components was significant at.05. Product, price, location, and advertising were most important, whereas personal traits were minor.

Decision Making, Behavior for Alcohol, Digital Technology