การสื่อสารการตลาดแบบบูรณาการในช่องทางดิจิทัลที่มีผลต่อเจเนอเรชันวายในการตัดสินใจใช้บริการธุรกิจคาเฟ่สไตล์มินิมอล ในอำเภอเมืองเชียงใหม่

Abstract

This study aims to explore an integrated marketing communication in digital channels affecting generation Y in decision to use minimal-style cafe services in Mueang Chiang Mai district. Online questionnaires were used as a tool to collect information from 300 Y Generation consumers who was born between 1981 – 2001, residing in Mueang Chiang Mai district, used to decide to use minimal-style cafe services at least once in the past 6 months and are users of digital channels. Data analysis was conducted by using descriptive statistics and inferential statistics. The results showed that the majority of respondents were female, had monthly income of 15,001-30,000 baht, graduated with a bachelor's degree, went to minimal-style cafes with a reason that the cafes are beautiful with a lot of shooting photo corners. The frequency of using the services is 2-3 times a month. The average spending is 100-200 baht per visit and the frequency of spending time on digital media is less than 6 hours per day. The most popular platform to search for information about minimal-style cafe services is Facebook in order to choose a place from the cafe review page and advertising content. The overall opinion towards integrated marketing communications in the digital channel of the minimal-style cafe services is at the agreeing level. The overall opinion towards a decision to use minimal-style cafe services in Mueang Chiang Mai district is at the agreeing level. The integrated marketing communication that has the most effect on generation Y's decision to use minimal-style cafe services in Mueang Chiang Mai district is advertising, followed by public relations.