INTEGRATED MARKETING COMMUNICATION AFFECTING THE PROCESS OF BUYING DECISIONS IN THAI CUISINE RESTAURANTS IN BANGKOK PRIOR AND DURING COVID 19
Keywords:Integrated Marketing Communication, Buying Decision, Thai Cuisine Restaurants, COVID 19
This paper studied the influence of integrated marketing communication on the process of buying decisions in Thai cuisine restaurants, specifically in department stores among customers in Bangkok prior to and during COVID 19. Convenience sampling was employed, and the total sample size was 239 customers who bought food and services from Thai Cuisine restaurants prior to and during the COVID 19 pandemic in Bangkok. In quantitative research methods, the data is collected by a questionnaire and analyzed by statistical techniques including percentage, standard deviation, a paired-sample t-test, F-test, and multiple regression. The findings revealed that there were no statistically significant differences in the level of importance in the process of buying decisions, in terms of purchase decisions made in the case of prior to COVID 19 and direct marketing in the case of during COVID 19. There was no difference between genders in the integrated marketing communication in both periods. Moreover, advertisement only had a statistical influence on information search prior to COVID 19 and had no statistical influence on the process of buying decisions during the crisis. Personal selling had a statistical influence on purchase decisions and post-purchase behavior prior to COVID 19, whilst it also had a statistical influence on the alternative evaluation stage, purchase decisions and post-purchase behavior during COVID 19. Direct marketing had a statistical influence on information search, alternative evaluation, and post-purchase behavior prior to COVID 19, and it only had a statistical influence on information search and alternative evaluation during COVID 19. The suggestion is that restaurant owners might ensure that their customers make more confident purchasing selections by enhancing the aforementioned factors, including public relations and sales promotions before COVID 19 and only sales promotions during the COVID 19 crisis.
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