FURTHERANCE OF DIGITAL MARKETING FOR CHACHOENGSAO COMMUNITY ENTERPRISE ENTREPRENEURS TO SUPPORT EASTERN ECONOMIC CORRIDOR (EEC)
Article Sidebar
Main Article Content
Abstract
The purposes of this research were 1) to analyze the problems and obstacles to digital marketing, 2) to develop competence in digital marketing: of community enterprise entrepreneurs. This study was quantitative and qualitative research. Quantitative research, a survey of consumers’ problems and obstacles to online used the questionnaire tool. A sample of 400 cases was drawn from consumers of community enterprise products on the digital marketplace. Data analysis was to examine the mean and standard deviation. Qualitative research was to provide the training and focus group discussion for 22 participants.
The findings showed: 1) The problems and obstacles of digital marketing for community enterprise products. The consists of 4 issues were 1. The consumer being uncertain about the quality of products. 2. No product details and attractive communicated pictures. 3. Lacking in advertising and public relations. 4. Products being available to the ordinary marketplace. 2) Entrepreneurial potential development results, there was supported by providing training in digital marketing for the entrepreneurs in Chachoengsao and nearby provinces. It aimed to solve the mentioned problems and obstacles. As a result of the pre-and post-training evaluation, the entrepreneurs knew of digital marketing at an average level for pre-training and a high level for post-training. The benefit of training and entrepreneurial applicability was at the highest level.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความทุกเรื่องได้รับการตรวจความถูกต้องทางวิชาการโดยผู้ทรงคุณวุฒิ ทรรศนะและข้อคิดเห็นในบทความวารสารบัณฑิตศึกษา มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ มิใช่เป็นทรรศนะและความคิดของผู้จัดทำจึงมิใช่ความรับผิดชอบของบัณฑิตวิทยาลัย มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ กองบรรณาธิการไม่สงวนสิทธิ์การคัดลอก แต่ให้อ้างอิงแหล่งที่มา
References
Bavornkiratikajorn, C. (2017). kānsưksā kān sư̄ khāi sinkhā klum fǣchan nai sư̄ sangkhom ʻō̜nlai [Social commerce: A case study of fashion products]. Veridian E-Journal. 10(2), 2056-2071.
Chuaychunoo, P. (2016). patčhai thī mī ʻitthiphon tō̜ kāntatsinčhai sư̄ sinkhā phān thāng sangkhom ʻō̜nlai [Factors affecting consumer buying decisions about goods on social media]. Master’s thesis. Thammasat University.
Community Enterprise Promotion Division Department of Agricultural Extension. (2019). rabop sārasonthēt wisāhakit chumchon [Community enterprise information system]. Retrieved from http://smce.doae.go.th/index.php
Eastern Economic Corridor. (2020). ī ʻī sī tonbǣp kānphatthanā chœ̄ng phư̄nthī chœ̄ng yutthasāt [EEC model of strategic spatial development]. Retrieved from https://www.eeco.or.th/th
E-sor, A., Jeharrong, P., Rattanapipat, S., & Taemasa, R. (2020). kānphatthanā chō̜ngthāngkān čhatčha nāi phalittaphan ʻōthō̜p čhangwat yalā tām khrōngkān phrabō̜romrāchōbāi phư̄a kānphatthanā thō̜ngthin mahāwitthayālai rātchaphatyalā [Development of distribution channels for otop products in Yala Province under the Royal Project for Local Development, Yala Rajabhat University]. Research. Yala Rajabhat University.
Kasornbua, T. & Pinsame, C. (2019). Factors affecting purchase intention of community product Cambodia border. Entrepreneurship and Sustainability Issue. 7(2), 949-961.
Kisrasamee, J. (2015). patčhai thī mī phon tō̜ kān ʻasi nakhā phān thāng ʻǣphō̜ phlikhēchan ʻō̜nlai khō̜ng phūbō̜riphōk nai khēt Krung Thēp Mahā Nakhō̜n læ parimonthon [Factor affecting the decision making on purchasing products from the online application in Bangkok Metropolitan Region]. Master’s thesis. Thammasat University.
Likert, R. (1970). A technique for the measurement of attitude: Attitude measurement. Chicago: Ronal McNally & Company.
Rovinelli, R. J. & Hambleton, R. K. (1977). On the use of content specialists in the assessment of criterion referenced test validity. Dutch Journal of Educational Research. 2, 49-60.
Somboon, P. (2017). khunnalaksana wepsai kānsư̄sān bǣp pāk tō̜ pāk ʻilekthrō̜nik læ phāplak sathānthī thō̜ngthīeo thī song phon tō̜ khwāmtangčhai lư̄ak sư̄ phækkēt thō̜ngthīeo ʻō̜nlai khō̜ng khon waitha ngān nai Krung Thēp Mahā Nakhō̜n [Websites characteristics, electronic word of mouth, and destination image affecting online package tours’ purchase intention of working people in Bangkok]. Master’s thesis. Bangkok University.
Somboonsuniti, P., Thanronginthaworn, S. & Wiriyasuebphong, P. (2019). ʻitthiphon khō̜ng khunkhā rūam kānsư̄sān phrưttikam mai kōng thī song phon tō̜ khwām waiwāngčhai nai bō̜risat thī čhat čhamnāi ʻāhān sœ̄m phư̄a sukkhaphāp phān khrư̄akhāi sangkhom ʻō̜nlai phān [The effects of the shared value, communication, and opportunism on the trust in companies the health food supplements business via the social]. UMT POLY Journal. 16(2), 112-124.
Strategy and Information for Provincial Development of Chachoengsao. (2020). phǣn phatthanā čhangwat cha chœ̄ng thē rā 2018-2020 (chabap thopthūan) pračham 2020 [Chachoengsao provincial development plan 2018-2020 (revision version) for 2020]. Chachoengsao provincial office.
Tahipradit, K. & Kempanmanas, K. (2020). rūpbǣp kāntalāt ʻō̜nlai bon khrư̄angmư̄ khrư̄akhāi sangkhom ʻō̜nlai (fētbuk) samrap wisāhakit chumchon kō̜ranī sưksā wisāhakit chumchon klum phāthō̜ ʻanā mư̄n sī ʻamphœ̄ nā yōng čhangwat Trang [The model of online marketing on social network (facebook) tool for community enterprise case studies, Namuensri Community Enterprise Group, Nayong District, Trang Province]. BU Academic Review. 19(1), 155-172.
Vongpramate, D. & Limsiriruengrai, P. (2019). dičhithan sư̄ kāntalāt [Digital marketing communication]. Project of Research by Institute of research and development. Burriram Rajabhat University.
Wongwaitrakarn, A. & Pooripakdee, S. (2019). ʻitthiphon khō̜ng patčhai sūan prasom thāngkān talāt læ khrư̄angmư̄ sư̄sān thāngkān talāt ʻō̜nlai thī mī phon tō̜ kānraprū khō̜ng phūbō̜riphōk nai kāntatsinčhai sư̄ sinkhā phān rānkhā ʻō̜nlai [Influence of the marketing mix and online marketing communication tools that affected on consumer perception of purchasing decision via the online store]. Journal of Chandrakasemsarn. 25(1), 17-30.
Yamane, T. (1973). Statistics: An introductory analysis. 3rd ed. New York: Haper and Row Publications.