Paper Title
The Influence of Integrated Marketing Communication and Brand Image on Consumer Purchase Decision of Sakon Nakhon Province Hand-Spun Cotton in Thailand

Abstract
This study aimed to investigate how integrated marketing communication and brand image influence customer purchase decision for hand-spun cotton from Thailand's Sakon Nakhon province. This is quantitative research. According to Cochran (1953), the research sample consisted of 385 customers selected at simple random. The data was collected using 5-point Likert scale questionnaire with a reliability value of 0.991. The descriptive and inferential statistics used in data analysis include frequency, percentage, mean, standard deviation, Pearson's correlation analysis, and multiple regression analysis. According to the study, integrated marketing communication had a predictive value of 61.60% for customer purchase decision. Advertising had the highest influence, followed by sales promotion and event marketing, with standardized coefficients (β) of 0.256, 0.237, and 0.233, respectively, at the significance level of 0.05. Furthermore, brand image influenced customer purchase decision by 63.60%. Brand attributes had the greatest influence, followed by brand personality and brand value, with standardized coefficients (β) of 0.309, 0.272, and 0.203, respectively, at the significance level of 0.05. To improve long-term customer purchase decisions, entrepreneurs should create advertising campaigns that precisely target their audience, diversify their advertising channels to reach a larger group of customers, and develop a brand identity that emphasizes sustainability, local wisdom, and product quality. Keywords - Integrated marketing communication, Brand image, Customer purchase decision, Hand-spun cotton, Local wisdom.