THE CAUSAL RELATIONSHIP MODEL OF DIGITAL LEADERSHIP, DIGITAL MARKETING CAPABILITIES, COMPETITIVE ADVANTAGE AND BUSINESS PERFORMANCE OF COMMUNITY PRODUCT ENTREPRENEURS IN THE PHETSAMUTKHIRI PROVINCE CLUSTER: รปแบบความสมพนธเชงสาเหตของภาวะผนำดจทล ความสา

This research aims to: 1) study the levels of digital leadership, digital marketing capabilities, competitive advantage, and business performance; 2) examine the causal relationships among digital leadership, digital marketing capabilities, competitive advantage, and business performance; and 3) verify the causal relationship model of digital leadership, digital marketing capabilities, competitive advantage, and business performance of community product entrepreneurs in the Phetsamutkhiri provincial cluster. The sample consisted of 400 community product entrepreneurs, selected through multi-stage sampling. The research instrument was a questionnaire. Data were analyzed using frequency, percentage, mean, standard deviation, and structural equation modeling. The results showed that digital leadership, digital marketing capabilities, and competitive advantage were at moderate levels, while business performance was at a high level. Digital leadership factors positively influencing digital marketing capabilities included digital literacy, digital vision, and digital communication. Digital marketing capabilities positively influenced competitive advantage, which in turn positively influenced business performance. Furthermore, the causal relationship model was found to be consistent with empirical data, with a Relative χ2 of 1.205, p-value of 0.304, GFI of 0.996, CFI of 1.000, RMSEA of 0.023, and RMR of 0.002. The coefficient of determination was 0.471, indicating that the variables in the model could explain 47.10% of the variance in business performance of community product entrepreneurs.