Assessment of Perception, Purchase Intention and Brand Communication on Digital media of Manohra bead, Baan Khao, Ranot District, Songkhla Province

Abstract

          This is quantitative research whose objective is to study brand awareness and brand influence on digital media that affect the purchase interest in Manohra bead handicraft products in Ban Khao, Ranot District, and Songkhla Province. The data collected by online questionnaire from a sample of 400 people. All data were analyzed using descriptive statistics. The results revealed that the perception of the brand of Manorah Baan Khao beads and handicrafts on digital media was at a high level        (x̄ =3.58). Perceiving that Ban Khao Manorah bead handicraft is a local product created by the new generation and with a new design had the highest average (x̄ = 4.51), followed by wanting to be a member who chooses to use Manorah bead handicrafts (x̄ = 3.83). The handicrafts, Manorah Ban Khao beads, were the most expensive and luxurious and had the lowest average (x̄ =2.52). As for the influence of brand communication on digital media that influenced buying interest in Manorah Ban Khao handicrafts products, there was a statistically significant correlation at the 0.05 level with a positive correlation coefficient and in the same direction at a low level (r = 0.014). The influence of brand communication on digital media affects the purchase interest of the Manorah Ban Khao bead handicraft group. There was no statistically significant correlation at the 0.01 level, and the correlation coefficient was positive and in the same direction at the lowest level (r = 0.496).