ปัจจัยการสื่อสารทางการตลาดแบบบูรณาการและส่วนประสมทางการตลาดที่มีอิทธิพล ต่อการตัดสินใจซื้อรถยนต์ส่วนบุคคลของผู้ใช้ในจังหวัดสุราษฎร์ธานี

Jindarat Rueangrit; Atcharawan Rattanaphan; Tanayu Phuvittayaton

Authors

Jindarat Rueangrit Business Administration Graduate school Suratthani Rajabhat University
Atcharawan Rattanaphan Business AdministrationGraduate school Suratthani Rajabhat University
Tanayu Phuvittayaton Business AdministrationGraduate school Suratthani Rajabhat University

Keywords:

marketing mix, integrated marketing communication, decision to purchase

Abstract

The objectives of this quantitative research were to study 1) the impact of integrated marketing communication on the decision to purchase personal cars, 2) the effect of the marketing mix on the decision to purchase personal cars, and 3) the influence of integrated marketing communication and the marketing mix on the decision to purchase personal cars among users in Surat Thani. The sample consisted of 400 personal car users in Surat Thani, determined using Taro Yamane’s formula and selected through convenience sampling. The data were collected via questionnaires, and the statistics used for data analysis included mean, standard deviation, and multiple regression analysis.

The findings revealed that 1) the integrated marketing communication significantly influenced the decision to purchase personal cars among users in Surat Thani, with the highest average score ( $\bar{x}$ =4.52). The aspects ranked in descending order were publicrelations, sales promotion, advertising, personal selling, and direct marketing. 2) The marketing mix also significantly influenced the decision to purchase personal cars, with an overall high average score ( $\bar{x}$ = 4.50). The aspects ranked in descending order were distribution channels, product, price, marketing promotion, personnel, process, and physical evidence. Finally, 3) the integrated marketing communication and the marketing mix significantly influenced the decision to purchase personal cars among users in Surat Thani at a statistically significant level of .05, with a predictive accuracy of 81.2%. The predictive equation was Y = 3.494 + .027(X1) + 0.066(X2) + .032(X5) + .015(X7) + .048(X10) + .051(X11) + .125(X12) where X1 was product, X2 was price, X5 was personnel, X7 was physical evidence, X10 was sales promotion, X11 was direct marketing, and X12 was personal selling.

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