GUIDELINES FOR SOCIAL MEDIA MARKETING THROUGH FACEBOOK CHANNELS AFFECTING CONSUMERS' DECISION TO BUY GLUTINOUS RICE IN UDONTHANI PROVINCE

Abstract

This research aims to study social media marketing strategies through Facebook and their influence on consumers' purchasing decisions regarding glutinous rice in Udon Thani Province. The study adopts a quantitative research approach. The research tool used is a questionnaire, and the statistical methods applied for data analysis include mean, standard deviation, and multiple regression analysis. The research findings reveal that among the 400 respondents, the majority were female, aged between 20-30 years, holding a bachelor's degree, and working as students. Their average monthly income was below 15,000 baht. They decided to use social media, particularly Facebook, to purchase glutinous rice products. The frequency of using Facebook for such purchases was 2-5 times per month, with the average price of glutinous rice products purchased through Facebook ranging between 101-500 baht. The analysis of social media marketing revealed that the respondents placed the highest importance on entertainment aspects. The analysis of information system quality indicated that the system quality was also rated as highly important. Hypothesis testing showed that social media marketing, particularly interaction aspects, and information system quality, specifically data quality, significantly influenced social media marketing on Facebook, which in turn impacted consumers' purchasing decisions for glutinous rice in Udon Thani Province.