MARKETING MIX FACTORS THAT AFFECT THE DECISION TO USE THE SERVICE HUG NA DONG TAN SHOP, BAN KHWAO, ROI ET PROVINCE

Abstract

This study aims to 1) Factors affecting the decision to use the service Hug Na Dong Tan Shop, Ban Khwao, Roi Et Province 2) To study the factors of marketing mix that affect the decision to use the service Hug Na Dong Tan Shop, Ban Khwao, Roi Et Province The population used in the study was 400 consumers who used the service at Hug Na Dong Tan, Ban Khwao, Roi Et Province. The instrument used in the study was a questionnaire. The statistics used in the data analysis consisted of percentage, mean, deviation. standard and test the hypothesis by analyzing multiple regression. The results showed that Most of the respondents were male, aged 21-30 years, single status, general occupation. Average monthly income 10,001-15,000 baht, educational level below a bachelor's degree The results of the study of factors affecting the decision to use the service Hug Na Dong Tan Shop, Ban Khwao, Roi Et Province Overall, it's at a high level. When considering each aspect, it was found that the aspect with a high level of opinion was the service process factor. Marketing Promotion Factors Distribution Channel Factors Product factor price factor physical environmental factors and staff factors, respectively.The results of the analysis of the relationship between the factors of marketing mix revealed that there was a high level of correlation and the same direction. with statistical significance at the 0.00 level. with the multiple regression method has a correlation coefficient of 0.681 and be able to explain the variation of marketing mix factors that affect the decision to use the service Hug Na Dong Tan Shop, Ban Khwao, Roi Et Province In the same direction, the statistical significance at the 0.00 level was 82.80 percent (R2 = 0.828). Hug Na Dong Tan Shop, Ban Khwao, Roi Et Province in the same direction statistically significant at the 0.00 level.