The Influence of Digital Marketing Tools on the New-Age Customer Journey in Phuket

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Setthawit Kongkaphan

Abstract

The objectives of this research were to study; 1) The digital marketing tools influence on the trust of the new-age consumers in phuket, 2) The digital marketing tools influence on the new-Age consumers' journey in phuket, 3) The trust influence on the new-age consumers’ journey in phuket. This study was from the population in Phuket. The sample was 430 people determined of accidental sampling by using questionnaires as a tool to collect the data. The data were analyzed by using statistics of mean, standard deviation. simple regression analysis and analysis of multiple regression equations. The results found that 1) Digital marketing tools influenced the trust of new-age customer in Phuket with the statistical significance at the .05 level. This explained that the variation value was 34.3% as the important independent variables were the influencers via online media (Beta = 0.385), content marketing (Beta = 0.249), electronic mail (Beta = 0.211), dominate the first page (Beta = 0.143), and the website (Beta=0.123), respectively. 2) Digital marketing tools influenced the new-age customer journey in Phuket with statistical significance at the .05 level. This explained that the variation value was 28.2% as the important independent variables were social media (Beta=237), dominate the first page (Beta = 0.230), and website (Beta=0.194), respectively. 3) Trust influenced the new-age customer journey in Phuket with statistical significance at the .05 level. This explained that the variation value was 12.3% and the regression coefficient of the independent variable was trust (Beta=0.350)

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How to Cite
Kongkaphan, S. (2022). The Influence of Digital Marketing Tools on the New-Age Customer Journey in Phuket. Parichart Journal, Thaksin University, 35(4), 132–146. https://doi.org/10.55164/pactj.v35i4.256075
Section
บทความวิจัย (Research Articles)

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