Integrated Marketing Communication Influencing Consumers' DecisionMaking to Use Services at Thonburi Market (Sanam Luang 2) Thawi Watthana District, Bangkok

Abstract

This study aimed to (1) investigate the factors of integrated marketing communication and consumer decision-making for using services at Thonburi Market (Sanam Luang 2), Thawi Watthana District, Bangkok, and (2) study the integrated marketing communication factors influencing consumer decision-making to use the services at Thonburi Market (Sanam Luang 2), Thawi Watthana District, Bangkok. This quantitative research employed a questionnaire as the data collection tool. The sample consisted of 400 consumers who visited Thonburi Market (Sanam Luang 2), selected through nonprobability convenience sampling. Statistical analyses included frequency distribution, percentage, mean, standard deviation, and hypothesis testing using multiple regression analysis. The study found that it was found that consumer opinions on integrated marketing communication at Thonburi Market (Sanam Luang 2) ranked as follows: (1) personal selling, (2) public relations, (3) advertising, (4) sales promotion, and (5) direct marketing. Regarding consumer decision-making, the order was: (1) decisionmaking, (2) evaluation of alternatives, (3) need recognition, (4) post-service behavior, and (5) information search. Hypothesis testing revealed that integrated marketing communication through advertising, public relations, direct marketing, and personal selling significantly influenced consumer decision-making at a statistical significance level of 0.05. However, sales promotion was not found to have a significant relationship with consumer decision-making at Thonburi Market (Sanam Luang 2), Thawi Watthana District, Bangkok.