The Effect Online Marketing Communication Strategies of OTOP Products in Nakhon Pathom Province on Online Distribution

Abstract

The objectives of this research are 1) to study marketing communication strategies of OTOP products in Nakhon Pathom Province 2) to study the marketing communication factors of OTOP products in Nakhon Pathom Province. Influence on distribution and purchase with the influence of information in online maps. The researcher selected the study from the OTOP product buyers in Nakhon Pathom Province. With a total of 633 OTOP operators in Nakhon Pathom Province. Considering the number of operators above with G * Power's automatic program, it was found that it was the same as in the distribution of 180 questionnaires. Will analyze the descriptive data by explaining and presenting the frequency, percentage, mean, and standard deviation. Which is used to analyze demographic data Marketing communication strategy for OTOP products in Nakhon Pathom Province. Marketing communication strategy for OTOP products in Nakhon Pathom Province To distribute and purchase with the influence of information in online maps. Inferential data analysis from the multiple regression calculations to consider the relationship between OTOP product marketing communication strategies in Nakhon Pathom Province. In addition, ANOVA t-test F-test was also used to determine the relationship between demographics. And online distribution of OTOP products. After that, the data from the interview form was used to support the statistical study results. The results of the research were as follows: In terms of information, marketing communication strategies for OTOP products in Nakhon Pathom Province, it was found that the average OTOP product marketing communication strategies in Nakhon Pathom Province were 3.3063, which could be interpreted as moderate levels When considering each question Found that your ad has clear content of the product. With the most average the mean of 3.5944 is at a high level. And the least are Your products are advertised regularly. The mean of 3.0556 was in the moderate level. This can be said that OTOP operators in Nakhon Pathom Province They pay more attention to the clarity of the content. And pay less attention to the consistency of advertising Advertising entrepreneur or related online media, the channels should be considered in accordance with the emphasis on the clarity of advertising content of OTOP operators in Nakhon Pathom Province as the main issue. Marketing communication factor of OTOP products in Nakhon Pathom Province. Influence on distribution and purchase with the influence of information in online maps. It was found that the purchasing behavior of OTOP products in Nakhon Pathom Province with the influence of the data in the online map, the mean of 3.256467, can be interpreted as a moderate level. When considering each question was found that the online maps of OTOP products in Nakhon Pathom Province were easy to use with the highest average. The mean is 3.62220, is at a high level. Online map information of OTOP products in Nakhon Pathom Province makes traveling more convenient. Followed by online maps of OTOP products in Nakhon Pathom Province resulted in the continued purchase of goods at 3.52780 at a high level. The mean of 3.32220 is in the moderate level. Followed by an online map of OTOP products in Nakhon Pathom Province, causing purchases. The mean of 3.18890 is in the moderate level. Followed by an online map of OTOP products in Nakhon Pathom Province, it is known to distribute sources. The mean is 2.98330 in the moderate level. Followed by an online map of OTOP products in Nakhon Pathom Province, causing them to travel to the distribution center. The mean of 2.89440 was at the moderate level, respectively, which can be said that the online map of OTOP products in Nakhon Pathom Province contributes to the information and product description. And distribution locations.