Content Marketing Factors For Infographic Design Impacting Food Delivery Service Users In Bangkok

Abstract

The objectives of this study were (1) to study the factors in marketing content infographics that influence the decision of Gen Y to use the food delivery service; (2) to critically analyze the factors in marketing content infographics that influence the decision of Gen Y in Dusit District to use the food delivery service. This study was carried out utilizing mixed-method research. For quantitative research, the population was 20, 311 Gen Y living in Dusit District, and 392 were purposively selected as the samples. The research tool in this stage was a questionnaire with a reliability value of.86. The statistics used in data analysis were: Frequency, Percentage, Mean and Standard Deviation. The interview form was used for qualitative research to collect data from 100 Gen Y in Dusit District, Bangkok. The obtained data were interpreted by content analysis based on the inductive method. The research results revealed that the overall opinion of the respondents was at a high level (X̅=4.19, S.D. = 0.62). This means that most samples strongly agree with the questions, and marketing content infographics influenced their decision to use food delivery service in Thailand. The highest mean value was seen in question 12 which the respondents agreed that marketing content infographics could be used as a tool that helps food delivery providers to create financial outcomes (X̅=4.33, S.D. = 0.64), followed by question 10 with a belief that making marketing content infographics up-to-date makes it more attractive. The lowest mean value can be seen in question 15, as the respondents thought that presenting attractive marketing content infographics influences their brand loyalty. The essential factors in the marketing content infographics that influence Gen Y in Dusit District to use the food delivery services are its attractiveness, ease of understanding, promotion, discount, quality of service and time for food delivery, food diversity, and food service rate.