GUIDELINES FOR MARKETING STRATEGIES DEVELOPMENT OF COFFEE SHOP ENTREPRENEURS IN RANONG PROVINCE
This research aims to study 1. To study consumer behavior in deciding to use coffee shops in Ranong Province. 2. To study the factors that affects the decision to choose to use the coffee shop in Ranong Province. 3. To propose ways to develop marketing strategies for coffee business operators in Ranong Province. The sample group is a customer who uses a coffee shop in Ranong Province, 300 people (who do not know the exact population number by specifying the number of samples from the opening table). The statistics used in this research were percentage, mean, standard deviation, F-test, Pearson's correlation coefficient and multiple regression analysis. The results of the research were as follows: 1) Compare the differences in consumer behavior, identify factors that affect the decision to choose to use the coffee shop in Ranong, it is found that every aspect is different with statistical significance at the level of 0.05, except for the service usage With opinions about factors affecting the selection of coffee shop services in different management processes. 2) Factors affecting the decision to use coffee shop services have an influence on the development of marketing strategies of coffee shop operators in Ranong Province with statistically significant at .05, sorted by weight value of the impact, including the place of distribution product the physical environment, respectively, can explain the variance of the dependent variable 52.3 percent. 3) Guidelines for developing marketing strategies for coffee shop operators in Ranong Province business operators should be aware of the development of marketing promotion and use marketing management media through information technology to create more customers. In addition, entrepreneurs must develop innovations along with the availability of personnel to provide services that are expert and able to meet the needs of customers. Furthermore, entrepreneurs must constantly monitor the changes in the environment as well as consider the strengths and weaknesses in the business to connect with business opportunities or adapt to overcome obstacles or external threats.