Managing digital marketing and packaging development of sugar cane product Yoo Yen Pen Suk Learning Center Ban Wang Takhian, Boek Prai Subdistrict, Chom Bueng District, Ratchaburi Province

Abstract

         The objective of this research is to develop packaging, improve distribution channel by using digital marketing media for sugar cane juice of Yoo Yen Pen Suk Learning center. This research was mix method research both of quantitative and qualitative method. The sample was the entrepreneur 6 peoples and the customer 26 peoples by sample random sampling. The data were analyzed through frequency, percentage, means, and standard deviation for quantitative method and in-depth interview for qualitative method.

          The research results showed that the level of satisfaction of questionnaire respondents before and after developing the packaging and digital marketing media overall was in the very high both of product price place promotion. The behavior of using digital media, it was found that the most respondents use Facebook with 65.4%, followed by Line@. The satisfaction with the integrated marketing communication through social commerce, the respondents were satisfied with the digital publicity and public relation, digital personal selling and digital direct marketing (X ̅ = 4.62, X ̅ = 4.57 and  X ̅ = 4.42 respectively).  The effects of using digital media in Facebook content, Facebook headline of Facebook, and Instagram content by Uyenpensook_VTK found that most respondents click Like and Engage.