Farmer Potential, Digital Marketing Strategies, and Innovation Management Influence the Success of Durian Farmer's Export in Thailand
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Abstract
This research objectives are to study: 1) Level of potential variables of durian farmers. Market focus competitiveness and the success of durian farmers exporting durian in Thailand 2) Influence of potential variables of durian farmers Focus on market competitiveness That affects the success of durian farmers who export durian in Thailand and 3) Create a model for the success of durian farmers who export durian in Thailand. This research uses a combined research method. In the quantitative research, 320 samples of durian farmers export durian in Thailand. The sample size was determined using the criterion of 20 times the observed variable. A multi-stage random sampling method was used. Use questionnaires to collect data. Data were analyzed using structural equation modeling. The qualitative research used in-depth interviews. The primary informants were durian exporters and durian export experts in Thailand, totaling 20 people.
The research findings indicated that 1) the potential, market orientation, competitiveness ability, and success of durian farmers exporting durian in Thailand were high, 2) The potential of durian farmers, market orientation, and competitiveness ability had a significant effect on the success of durian farmers exporting durian in Thailand and 3) the success model of durian farmers exporting durian in Thailand that the researcher developed and named PMCS Model (P = Potential, M = Market Oriented , C = Competitiveness, S = Success of durian farmers exporting.) In addition, the results of qualitative research found that in creating success for durian farmers who export durian, entrepreneurs must focus on sales and logistics under the e-commerce platform and use modern technology to help increase the efficiency of public relations to create awareness among farmers in controlling the process of growing and maintaining durian quality to meet standards for export. The results of this research can be used as a guideline for setting policies for business operations to promote the success of durian farmers who export durian in the country sustainably
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