การวิเคราะห์องค์ประกอบเชิงยืนยันของปัจจัยส่วนผสมทางการตลาดสำหรับผู้ประกอบการอาหารพื้นบ้าน (ข้าวสตู) ในเขตเทศบาลเมืองเขารูปช้าง อำเภอเมือง จังหวัดสงขลา|A CONFIRMATORY FACTOR ANALYSIS OF MARKETING MIX FACTORS FOR LOCAL FOOD ENTREPRENEURS OF RICE STEW, KHAO

บทคัดย่อ

This research aims to analyze the confirmatory factors of the marketing mix for local food entrepreneurs of rice stew- by collecting the data through a questionnaire using a 5-level Likert Scale. A sample of 165 people in Khao Roop Chang Municipality, Muang District, Songkhla Province were selected using a simple sampling method and the data were analyzed through affirmative element analysis with the Highest Probability Method (ML). The results showed that the marketing mix factor model for local food entrepreneurs of rice stew was consistent with empirical findings (c²= 441.580, c²/df = 2.230, RMSEA = 0.086, CFI = 0.92, TLI = 0.906, SRMR = 0.067), which consists of 4 components has 22 observable variables. Therefore, the entrepreneurs can use the marketing mix factors from the variables observed in this research to develop a way to plan marketing to suit the customers or business strategy in the future to increase marketing performance. This led to the creative economy of local food entrepreneurs in Khao Rup Chang Municipality, Mueang District, Songkhla Province.