Online Marketing Structural Equation Model Affecting Success of Retail and Wholesale Business of Processed Food in the Eastern Region of Thailand

Chainat Pansantie; Pakchanya Boonchukham

doi:10.14456/rcmrj.2022.259682

Authors

Chainat Pansantie Faculty of Business Administration, King Mongkut’s University of Technology North Bangkok, Thailand
Pakchanya Boonchukham Faculty of Business Administration, King Mongkut’s University of Technology North Bangkok, Thailand

DOI:

https://doi.org/10.14456/rcmrj.2022.259682

Keywords:

Structural equation modeling, Retail business, Wholesale business, Processed food, Online marketing

Abstract

This research aims to examine the online marketing Structural Equation Model that affects the success of retail and wholesale business of processed food in the eastern region of Thailand which has decreased trading value. This research was conducted in quantitative research which surveyed quantitative data from 222 entrepreneurs in the agricultural export business. There used descriptive statistics, inferential statistics, and multivariate statistics. The research instrument was a questionnaire and analyze data with Structural Equation Modeling: SEM. There used advanced statistical data analysis program AMOS stipulates a stratified sampling method by separating the population into sub-populations divided into 2 groups. First, there was a group of retail entrepreneurs. Second, there was a group of wholesalers processed food in the eastern region of Thailand. Then there used simple random sampling to obtain the required number of samples according to the desired proportion.

The findings revealed that online marketing Structural Equation Model Affecting Success of Retail and Wholesale Business of Processed Food in the Eastern Region of Thailand. There were with consistent empirical data p-value = 0.071, CMIN/DF= 1.218, GFI = 0.938, and RMSEA = 0.031 with significant level of 0.001 conformed to regulation. For the analysis of variables within the newly developed model, considering the overall influence of the model. It was found that the components of Digital Marketing have highest direct influence on Digital Content components (DE= 1.03), followed by Marketing Performance components, which have direct influence on Digital Marketing (DE= 0.72), Marketing Performance components have direct influence on Sales Promotion (DE= 0.59), and Digital Content components have direct influence Sales Promotion (DE= 0.37), respectively. The overall highest influence is on Marketing Performance which has overall direct influence on Sales Promotion weigh equal to (TE) = 0.86.

From this study, it is learned about online marketing strategies that affected the success of retail and wholesale business of processed food in the eastern region of Thailand. As the result there can survive in the midst of changing global economic trends quickly.

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