การประชุมวิชาการระดับชาติ ครั้งที่ 16
มหาวิทยาลัยราชภัฏนครปฐม

The Research on Integrated marketing communications strategy and reference groups that affect the decision to purchase auspicious trees in the Nakhon Pathom area has a purpose There are two purposes: to study 1. Integrated marketing communication factors that affect the behavior in purchasing auspicious trees of consumers in Nakhon Pathom Province and 2. The influence of the reference group. That affects the behavior in choosing to buy auspicious trees of consumers in Nakhon Pathom province. The researcher collected data from a sample group. From the population who buy auspicious trees in the Nakhon Pathom area by convenient sampling From a sample of 400 people, statistics used in data analysis included percentage, mean, and standard deviation. And multiple regression analysis.

The results of the research found that:

 1. Integrated marketing communication factors that affect the behavior in purchasing auspicious trees of consumers in Nakhon Pathom province include advertising (X₁), and sales by employees (X₂). For sales promotion (X₄) and direct marketing (X₅), the equation has a predictive power of 47.30 percent, and the equation can be written as follows:

Y_tot= 0.30+0.17X₁*+0.27X₂**+0.11X₃+0.44X₄**+0.29X₅**

2. Influence of reference groups It consists of direct reference groups: close friends (X6), family (X₇), and sellers (X₈) and indirect reference groups: Influencer (X₁₁) and social network (X₁₂) equations have a predictive power of 66.10 percent.

Y_tot= 1.01+0.34X₆**+0.18X₇*+0.21X₈*+0.06X₉+0.01X₁₀+0.24X₁₁*+0.16X₁₂*