Integrated Marketing Communication Effect on the Purchase Intention of a Snack Product in Samut Sakhon Province

Abstract

The objectives of this research were to study: 1) the level of integrated marketing communication and purchase decision snack products; 2) purchase decision snack products classified by personal factors; and 3) integrated marketing communication influences purchase decision snack products. This research is quantitative. The research tool is a questionnaire that collected data from 400 people who decided to purchase snack products within Samut Sakhon province through nonprobability sampling and accidental sampling. The statistics in this research were frequency, percentage, mean, standard deviation, t-test, F-test, and multiple regression analysis by the enter method.

The research results revealed that: 1) integrated marketing communication and purchase decision snack products were at a high level with an average of 3.66 and 3.74 and a standard deviation of .777 and .786 respectively; 2) personal factors by age, occupation, and frequency to the decision to buy snacks have an influence on purchase decision snack products in Samut Sakhon province at the statistically significant level of .05; and 3) integrated marketing communication by advertising, sale promotion, personal selling, and publish relation influence purchase decision snack products at a value of .538 or 53.80 percent at the statistically significant level of .05.