DIGITAL MARKETING AND SERVICE QUALITY THAT INFLUENCE THE BRAND IMAGE IN THAILAND
DOI:
https://doi.org/10.14456/aamr.2024.17Keywords:
Agricultural Products, Service Quality, Brand Image, Digital MarketingAbstract
This research is a quantitative study with the objective to analyze the influence of digital marketing and service quality on the brand image of processed agricultural products in Thailand. The research population consists of consumers using processed agricultural products in Chumphon Province. The research utilized a questionnaire that underwent quality checking. Statistical analysis methods included frequency, percentage, mean, standard deviation, and multiple regression analysis. The majority of respondents were females, aged over 40, with an occupation in agriculture, and earning a monthly income between 20,001 to 30,000 THB. Regarding opinions on digital marketing, service quality, and brand image of processed agricultural products in Thailand, brand creation had the highest average score, while customer relationship management had the lowest. In terms of service quality, integrity had the highest average score, and responsiveness had the lowest. For brand image, brand support had the highest average score, while brand reputation had the lowest. The results of hypothesis testing showed that digital marketing influencing the brand image of processed agricultural products in Thailand together predicted 71.4%, with correlation coefficients ranging from 0.086 to 0.245, statistically significant at the 0.05 level. Service quality influencing the brand image of processed agricultural products in Thailand together predicted 77%, with correlation coefficients ranging from 0.107 to 0.315, statistically significant at the 0.05 level.
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