Digital Marketing Communication affecting the Decision Process in choosing restaurant with Branches in Department Store, Bangkok

Abstract

Abstract

The objectives of the study are (1) the priorities of digital marketing communication when it comes to choosing decision process (2) how digital marketing communication affects the decision in choosing restaurant with branches in department store in Bangkok. This study is a quantitative research.

The studied population was the consumer in Bangkok, who had received services from restaurant with branches in department store in Bangkok during a year. The population was unknown. The sample were determined by the W.G. Cochran (1977) formula. The sample size was 400 respondents, were obtained using multi-stage random sampling. Using a quota sampling and using a purposive sampling with questionnaire instrument. The descriptive statistics was multiples regression.

The results of the study indicated that (1) digital marketing communication is the priority when it comes to choosing decision process is social media marketing,  Viral Marketing, Search Engine Marketing and Influencer Marketing (2) factors of digital marketing communication affect the decision in choosing restaurant with branches in department store in Bangkok is Influencer Marketing, Viral Marketing, Social Media Marketing and Search Engine Marketing with statistical significant 0.05