Development of Handicrafts Using Community as a Base With Innovative Arts Using the Learning Management Model of Ta-Khamuk (Ta-Samuk) Fabric of Rayong Province DOI:

Abstract

This research aimed to 1. Study the perception and development of local handicraft, Ta-ka-muk cloth (Ta-samuk) of Rayong Province. 2. Study the consumer satisfaction towards the 7Ps marketing strategy of local handicraft, Ta-ka-muk cloth (Ta-samuk) of Rayong Province. 3. Study the relationship between the perception of local handicrafts and the satisfaction towards the 7Ps marketing strategy of consumers in the modern market of Rayong Province. This research was a quantitative research. The sample group was 385 working-age consumers, both male and female, in Rayong Province. The simple random sampling method was used. The research instrument was a quality-checked questionnaire with an IOC value between 0.66-1.00 in all questions and a Cronbach’s alpha coefficient of .850 for the entire questionnaire, which was considered to be of high quality. Data were collected online and the questionnaires were completely returned. Data were analyzed using statistical methods, using descriptive statistics, including mean and standard deviation. And using inferential statistics, namely, Pearson's simple correlation analysis at the significance level of .05, the research results found that 1. The perception of local handicrafts in the development of innovation for the community using the learning management model of Ta-Khamuk (Ta-Sa-Muk) fabric of Rayong Province using the community as a base, was at a moderate level overall (x ̅ = 3.33, S.D. = .654). 2. Consumers were satisfied with the 7 Ps marketing strategy of local handicrafts at a high level overall (x ̅ = 3.67, S.D. = .508). And 3. The perception of local handicrafts was not related to the satisfaction with the 7Ps marketing strategy of consumers in Rayong Province.