A Study of Digital Marketing Styles Affecting the Intent to Return to the Same Restaurant in Phra Nakhon Si Ayutthaya Province
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Abstract
The purposes of this research were: 1) to study the level of digital marketing of the same restaurants in Phra Nakhon Si Ayutthaya Province; 2) to study the level of intention to return to use the same restaurants of consumers in Phra Nakhon Si Ayutthaya; 3) to study the digital marketing model that affects the intention to return to the same restaurant in Phra Nakhon Si Ayutthaya Province. It is quantitative research. The sample group in this research was 400 customers who came to use restaurants in Phra Nakhon Si Ayutthaya Province by using a specific random method. The tool for collecting data is a questionnaire. The data were analyzed by descriptive statistics such as frequency, percentage, mean, standard deviation, and inferential statistics such as correlation analysis and multiple regression analysis. The study found that factors affecting the intention to return to use the same restaurant in Phra Nakhon Si Ayutthaya. The study found 1) the level of digital marketing in digital public relations, sales promotion through digital media, and advertising through digital media at a high level. 2) With the intention of returning to use the same restaurant, consumers would return to use the same restaurant and enjoy delicious taste at the highest level. 3) The digital marketing model consists of advertising through digital media, public relation through digital media, sales promotion through digital media that affects the intention to return to use the same restaurant in Phra Nakhon Si Ayutthaya province at statistically significant 0.5.
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