Journal of Humanities and Social Sciences Mahasarakham University (Dec 2022)
Online Marketing Strategies Influencing the Success of Entrepreneurs Certified for Community Product Quality in Udon Thani
Abstract
This research investigated online marketing strategies, entrepreneurs’ success, and online marketing strategies influencing the success of entrepreneurs certified for community product quality in Udon Thani. The target population included 330 entrepreneurs certified for community product quality in Udon Thani. A questionnaire was used to collect data which was analyzed by percentage, mean, standard deviation, multiple regression analysis, and multiple correlation analysis. The results indicated that entrepreneurs certified for community product quality in Udon Thani had an opinion on online marketing strategies as a whole at a high level and it was at a high level in every aspect. The means of the descending first five aspects were as follows: 1) information,2)packaging,3)product,4)promotion,and5)price, respectively. Entrepreneurs’ success, both the growth rate of sales/profits and the increased return on investment were at an increasing level. Online marketing strategies influencing the success of entrepreneurs certified for community product quality in Udon Thani, the product, price, promotion, use of power in business, and packaging had a statistically significant influence on the success of entrepreneurs at the level of 58.80%.
