Integrated Marketing Communication and Brand Image That Affects the Decision to Buy Virgin Coconut Oil OF Community Enterprise in Chumphon Province

Abstract

The objectives of this study were 1) to study Integrated marketing communication and brand image and purchasing decisions on virgin coconut oil of community enterprises in Chumphon Province, 2) to analyze Integrated marketing communication that affects purchasing decisions on virgin coconut oil of community enterprises in Chumphon Province, and 3) to analyze the brand image that affects purchasing decisions on virgin coconut oil of community enterprises in Chumphon Province. This research applied a quantitative approach. The population used in the study is consumers who had previously purchased cold-pressed coconut oil from community enterprises in Chumphon Province and used W.G. Cochran's sample size calculation formula, 95% confidence level and 5% sample selection error, had a sample size of 400 respondents. The sampling procedure is as follows: Step 1. A purposive sampling method was used to select a sample group from people who had previously purchased cold-pressed coconut oil from the Cold-pressed Coconut Oil Community Enterprise in Chumphon Province, both on various platforms and Offline System Community enterprises in Chumphon Province. The enterprises have similar characteristics, such as having a production and sales system in front of the store, having booths, and selling through online channels. These include 1. Top Green Virgin Oil Group Community Enterprise 2. Phoncha Herb Community Shopping Center Community Enterprise 3. Phukaew Herb Community Shopping Center Community Enterprise 4. Coconut Farmers Community Shopping Center Community Enterprise, Thung Kha Subdistrict. Step 2 The researcher uses the probability proportional to size sampling method to determine the same number of samples of people who have purchased cold-pressed coconut oil from community enterprises in all 4 Chumphon provinces. Therefore, there will be a sample of coconut oil consumers. Cold extraction in Chumphon province, 400 ÷ 4 = 100 people each, and in step 3, the researcher uses convenience sampling. The research instrument was a questionnaire. The Cronbach Alpha Coefficient of the questionnaire was 0.87. Data were analyzed using descriptive statistics including mean and standard deviation, and inferential statistics including multiple regression.

The results found that 1) most of the respondents are females, aged between 20 - 30 years old, study a bachelor's degree. They were farmers or fishermen, with an average income of 20,001-30,000 baht. The results of IMC factors found Promotion and Pubic Relation has the highest mean. The results of the brand image found Attributes have the highest mean. The results of the purchasing decision on virgin coconut oil of community enterprises in Chumphon Province found Problem or Recognition has the highest mean. 2) The results of the analysis of the IMC factors affecting the decision to buy virgin coconut oil from community enterprises in Chumphon Province found that Advertising, Personal selling, Promotion, Public Relations, and Direct Marketing affect the purchasing decision on virgin coconut oil from community enterprises in Chumphon Province statistically significant at 0.01. 3) The results of the analysis of brand image affecting the decision to buy virgin coconut oil of community enterprises in Chumphon Province found that Attributes, Benefits, Value, and Personality affect the decision to buy virgin coconut oil of community enterprises in Chumphon Province statistically significant at 0.01