The Marketing Mix Factors that Influence the Decision-Making in Selecting Traditional Thai Restaurant Services by the Residents in the Bangkok Metropolitan Area
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Abstract
The objective of the research is to study the marketing mix factors that influence the decision to use Traditional Thai restaurants among individuals in Bangkok. Conducted through quantitative research with a sample group of 400 residents in Bangkok, this study employed random sampling. Data collection utilized questionnaires as the tool, and data analysis was carried out using multiple regression analysis. The results of the study found that factors in the marketing mix were able to jointly explain the decision-making process regarding the selection of Traditional Thai restaurant among Bangkok residents at 48.4 percent (Adjust R2=.484). Furthermore, after controlling for other independent variables, there are 5 factors in the marketing mix that have significantly influenced service selection: the product side has an influence value at the level of .229 (ß=.229) service process has an influence value at the level of .160 (ß=.160) the price side has an influence value at the level of .128 (ß=.128), marketing promotion has an influence value at the level of .111 (ß=.111), and Physical characteristics have an influence value at the level of .075 (ß=.075) with statistical significance at 0.05.
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