The Impact of Digital Marketing Communication on the Decision to Use the PEA Smart Plus Application in Maha Sarakham Province

Abstract

The purposes of this research were 1. to study digital marketing communication in MahaSarakham Province 2. to examine the decision-making process regarding the use of the PEA Smart Plus application in MahaSarakham Province and 3. to investigate the impact of digital marketing communication on the decision to use the PEA Smart Plus application in MahaSarakham Province. This study employed a quantitative research design. The research instrument was a questionnaire, and the sample consisted of 400 respondents, determined using Taro Yamane’s (1973) formula. The data collected from the research instrument were analyzed using descriptive statistics, including means and standard deviations, as well as multiple correlation analysis and stepwise multiple regression analysis. The results of the study revealed that 1) The overall level of digital marketing communication among users of the PEA Smart Plus application in Maha Sarakham Province was at the highest level (x̅= 4.64, S.D. = 0.64). When ranked from highest to lowest, the components were personal selling (PER), direct marketing (DIR), public relations (PUB), advertising (ADV), and sales promotion (SAL), respectively 2) The the overall level of decision-making regarding the use of the PEA Smart Plus application was also at the highest level (x̅= 4.80, S.D. = 0.52) and 3) digital marketing communication, consisting of public relations (PUB), direct marketing (DIR), advertising (ADV), sales promotion (SAL) and personal selling (PER), had a positive effect on the decision to use the PEA Smart Plus application in MahaSarakham Province, with statistical significance at the .05 level.