The Development of a Digital Platform to Promote the Marketing of the Cultural and Local Wisdom Products in Phra Nakhon Si Ayutthaya Province

Abstract

This research aimed to develop a digital platform to promote the marketing of cultural and local wisdom-based products in Phra Nakhon Si Ayutthaya Province. A mixed-methods research approach was employed, involving qualitative data collection through interviews with 10 entrepreneurs and quantitative data collection using a questionnaire with 400 consumers. The Weka software was used to analyze association rules of marketing strategy factors (7Ps) that influenced consumers’ purchasing decisions for cultural products. The results revealed that both entrepreneurs and consumers prioritized platforms that were user-friendly, provided comprehensive information, ensured security, and were compatible with mobile devices. Key influencing factors included diverse and efficient delivery options, convenient and fast order management, promotional activities, and consistent marketing communication, all of which significantly affected purchase decisions and user satisfaction. Through the Apriori algorithm, the top five association rules with a confidence value of 1.00 and high lift indices were identified, indicating strong positive relationships. For example, offering various delivery methods was associated with consistent promotional efforts, and after-sales services were correlated with the organization of sales promotion events. Furthermore, an appropriately designed platform directly impacted brand perception and the effectiveness of communication with customers. These findings were applied to design and develop the digital platform.