ANALYSIS OF DIGITAL MARKETING STRATEGIES OF SME RESTAURANT BUSINESS IN MUENG SONGKHLA DISTRICT, SONGKHLA PROVINCE, THAILAND
This study examined the digital marketing strategies employed by small and medium-sized restaurant businesses in Mueang Songkhla District, Songkhla Province, Thailand. It involved 367 owners, staff members, and 400 customers. Data was collected using standardized tools to assess digital marketing communication tools, the 5A marketing 4.0 strategies model, and respondent profiles. Most owners and staff had at least a Bachelor's degree, with some holding a Master's degree. The results showed that both owners/staff and customers had a positive perception of digital marketing communication tools and the 5A marketing 4.0 strategies model. Significant relationships were found between owners/staff and the digital marketing communication tool, as well as between the digital marketing communication tool and the 5A marketing 4.0 strategies model. However, no significant relationship was found between the digital marketing communication tool and the 5A marketing 4.0 strategies model. These findings emphasize the importance of digital marketing strategies for SME restaurant businesses and offer insights into the perspectives and practices of stakeholders in the study area.
Digital Marketing Strategies, SME Restaurants, Owners, Staff, Customers.