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การตลาดเชิงเนื้อหาแบบดิจิทัลที่มีผลต่อการตัดสินใจซื้อเหล็กรูปพรรณของผู้บริโภคในจังหวัดสงขลา |
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| รหัสดีโอไอ | |
| Creator | ศุภญา ดีเมฆ |
| Title | การตลาดเชิงเนื้อหาแบบดิจิทัลที่มีผลต่อการตัดสินใจซื้อเหล็กรูปพรรณของผู้บริโภคในจังหวัดสงขลา |
| Contributor | พิเชษฐ์ พรหมใหม่ |
| Publisher | คณะบริหารธุรกิจ มหาวิทยาลัยเทคโนโลยีราชมงคลศรีวิชัย |
| Publication Year | 2567 |
| Journal Title | Inthanin Administration Journal (IAJ) |
| Journal Vol. | 1 |
| Journal No. | 1 |
| Page no. | 1-18 |
| Keyword | Digital content marketing, Purchasing decision, Structural steel |
| URL Website | https://so18.tci-thaijo.org/index.php/IAJ_FMS |
| Website title | เว็บไซต์วารสารอินทนิลบริหารศาสตร์ |
| ISSN | ISSN 3057-0476 (Online) |
| Abstract | This research aims to examine how digital content marketing patterns affect structural steel purchase decisions. It also aims to compare the decision-making process for purchasing structural steel products based on various demographic criteria. A questionnaire is the primary data collection instrument in this quantitative research study, concentrating on individuals who had previously purchased structural steel in the province of Songkhla. A total of 400 samples were examined via a statistical tool such as frequency, percentage, standard deviation, multiple regression analysis, t-test, and analysis of variance (ANOVA).The results found that digital content marketing influenced the decision to purchase the steel-made products 26.4 percent at a .05 significance level. It was found that content marketing with messages or articles had the greatest influence on the structural steel purchase decision, followed by video content marketing and image or infographic content marketing. In order to compare results of the purchase decision of steel products based on individual characteristics. When purchasing steel items, those with bachelor's degrees and above were found to perform differently with lesser levels of education. When selecting which steel products to purchase, state-owned firm employees and government representatives are not the same as private sector customers. Furthermore, it was discovered that, at a.05 significance level, customers who earn more than 30,000 baht per month have made different decisions about purchasing structural steel than do customers who earn less than 30,000 baht per month. The distributor of structural steel products in Songkhla province was urged by the researcher to prioritize digital content marketing in the form of messages or articles over digital content marketing in the form of videos, image and infographics, in that order. |
