Analysis of Business Innovations that Affect the Decision to Purchase OTOP Products Via Social Media of Consumers in Samut Songkhram Province

Abstract

This research aims to analyze business innovations, consisting of personnel and process product of consumers in Samut Songkhram Province. The sample group used in this research was 400 consumers in Samut Songkhram province. The questionnaire was used as a tool for data analysis. The statistics used were frequency, percentage, mean, standard deviation, and Multiple regression analysis. The results showed that most respondents were female, aged 20-29 years, single, and had a bachelor's degree or equivalent education. The occupational employee of a private company and have a monthly income of 15,001-20,000 baht, with a good opinion of business innovation overall, and each aspect is personnel, process product, and technology in good level when considering each item according to the highest satisfaction in each aspect, it was found that the seller responded quickly and directly to the point that he wanted to know. Consumers commented on how easily the order can be made on their own there is a wide variety of products to choose from, and they can search for the desired product.The hypothesis testing found that business innovation as a whole and in each aspect, namely, products and process, affects the behavior of buying OTOP products through social media cost per time. And technology and products affect the behavior of buying OTOP products through social media purchase frequency (times/month) with a statistically significant level of .01