Factors Affecting Political Popularity of People Towards Local Politicians in Yang Tan Subdistrict, Krok Phra District, Nakhon sawan Provice

Abstract

The objectives of this research article were 1) to study the level of factors affecting the political popularity of local politicians in Yang Tan Subdistrict, Krok Phra District, Nakhon Sawan Province; 2) to study the relationship between Sangahavattudhamma and factors affecting the political popularity of people in the area; and 3) to propose guidelines for influencing the political popularity of local politicians in Yang Tan Subdistrict, Krok Phra District, Nakhon Sawan Province based on Sangahavattudhamma. This research was a mixed-methods approach. Quantitative research collected data from a sample of 366 people in Yang Tan Subdistrict, which had a total population of 4,260, using questionnaires. Data was analyzed using descriptive statistics, including frequency, percentage, mean, standard deviation, and Pearson correlation coefficient. In-depth interviews were also conducted with 18 key informants, and descriptive content analysis was performed on the data. The study found that 1) the factors influencing the political popularity of local politicians based on the Sangahavatthudhamma were, overall, at the highest level (  = 4.72, S.D. 0.32), and the factors influencing the political popularity of local politicians in Yang Tan Subdistrict, Krok Phra District, Nakhon Sawan Province, were also, overall, at the highest level (  = 4.65, S.D. 0.34); 2) the relationship between Sangahavatthudhamma and the factors influencing the political popularity of the people in the area, overall, was statistically significant at the level of (0.01), with a high overall positive correlation (Pearson Correlation (r) (0.668**); 3) the guidelines influencing the political popularity of local politicians were 1) being a giver and helping the people sincerely and systematically; 2) working with a volunteer spirit and cooperating with the people in their work; 3) solving problems directly and responding promptly to problems; 4) effective communication, speaking politely and clearly; and 5) providing assistance to the people, helping and maintaining ethical conduct in the workplace; 6) setting a good example, reaching out to the people, and working consistently.