Digital Marketing Communications Affecting Service Usage of Modern Restaurant Businesses in Nonthaburi Province

Abstract

The objectives of this research were to (1) study digital marketing communications of modern

restaurant businesses in Nonthaburi Province, (2) study service usage of modern restaurant

businesses in Nonthaburi Province, and (3) study digital marketing communications affecting

service usage of modern restaurant businesses in Nonthaburi Province.

This research employed quantitative methodology. The population consisted of modern

restaurant customers in Nonthaburi Province, with an unknown population size. Using

Cochran's formula, a sample size of 385 respondents was determined through simple random

sampling. The research instrument was a questionnaire. Statistical analysis included

frequency, percentage, mean, standard deviation, and multiple regression analysis.

The findings revealed that (1) overall digital marketing communications of modern restaurant

businesses in Nonthaburi Province were rated at a high level of agreement. When considering

individual aspects, all aspects were rated at a high level of agreement, ranked from highest to

lowest as follows: sales promotion, advertising, public relations, personal selling, and direct

marketing, respectively. (2) The decision to use modern restaurant businesses in Nonthaburi

Province was rated at a high level of agreement. (3) Digital marketing communications in

terms of advertising and public relations positively affected the decision to Service Usage of

Modern Restaurant Businesses in Nonthaburi Province at a statistical significance level of

0.05. However, sales promotion, personal selling, and direct marketing did not affect the

decision to use modern restaurant businesses in Nonthaburi Province.