Main Article Content
This study is the study of the marketing communication factors affecting the purchase decision of the Honda Civic Hatchback. 1) To study the behavior of consumers in purchasing a Honda Civic Hatchback 2.To study the factors of marketing communication in the decision to buy a Honda Civic Hatchback 3. To study the factors of marketing communication in the decision to buy a Honda Civic Hatchback classified by personal factors Methods of this study It is a descriptive study. Using a survey method using 385 questionnaires to analyze the data using descriptive statistics. with frequency, percentage, mean, standard deviation and inferential statistics using t-test, F- test and LSD at a statistically significant level of 0.05.
The results of the study on personal factors found that most of the sample were female, aged 36-45 years, single status, bachelor's degree. Occupation of a private company employee the average monthly income is less than 20,000 baht. Consumer behavior study found that what impressed me from using the Honda Civic Hatchback is its beautiful, modern shape. The reason for considering buying the Honda Civic Hatchback is the identity of the car that expresses who you are. The purpose of buying a Honda Civic hatchback is to use for work. The focus on the Honda Civic Hatchback service center component is that the service center is close to the accommodation and easily accessible the person influencing the decision to purchase a Honda Civic Hatchback is himself and will recommend others to use the Honda Civic Hatchback. The importance of marketing communication factors influencing the purchase decision of the Honda Civic Hatchback found that the importance of marketing communication factors as a whole in a very important level with an average value of 3.74 and when considering each aspect, it was found that the sample group gave the highest importance to marketing communication factors in Personal Selling, followed by Sales Promotion, Public Relations, Direct Marketing and Advertising, respectively.
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