Authors : Sitthiporn Porahong; Kitti Rungsubjaroen; Chaiyavit Phichitniwet; Natdanai Pilasjit

Volume/Issue : Volume 9 - 2024, Issue 10 - October

Google Scholar : https://tinyurl.com/j35czahb

Scribd : https://tinyurl.com/48uy7326

DOI : https://doi.org/10.38124/ijisrt/IJISRT24OCT1829

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : Research on the Development of Marketing Strategy Guidelines to Create Awareness of Food Science Value in Trang Province Based on the Creative Economy Concept. The objectives of this research are1. To study the behavior related to the awareness of food science value in Trang Province.2. To investigate factors influencing the awareness of food science value in Trang Province. This research employs quantitative methods by using questionnaires to collect data from consumers in Trang Province. Since the total population is unknown, a sample size of 385 respondents was used. The research utilizes inferential statistical analysis, including: Independent Samples t-test, One-Way Analysis of Variance (ANOVA), Correlation Analysis, Stepwise Multiple Regression Analysis.  Research Results: The factors contributing to the development of marketing strategies to enhance awareness of food science value in Trang Province, based on the creative economy concept (Y1), include Price (X2) with a P-value of 0.001, which is less than 0.05 (0.000 < 0.05). Distribution (X3) with a P-value of 0.001, which is also less than 0.05 (0.000 < 0.05). The multiple regression equation can be expressed as: Y = 181.516 + 1.344(X2) + 2.312(X3)

Keywords : Operational Strategy, Gem and Jewelry Export Business, New Normal Era.

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