EXPOSURE TO PUBLIC RELATIONS MEDIA CORPORATE SUSTAINABLE IMAGE AND CONSUMERS' DECISIONS TO USE OIL STATION SERVICES

Abstract

The objectives of this research were to examine exposure to public relations media, the relationship between exposure to public relations media, Sustainable corporate image, and consumers' decision to use gas station services, including the influence of exposure to public relations media on the oil business and sustainable corporate image of the oil business and consumers' decision to use gas station services. It is quantitative research. The sample consisted of consumers who use cars that are registered according to the law on vehicles that have used the services of gas stations of the companies, including 1) PTTOR, 2) BCP, 3) PTG, and have used the Taro Yamane calculation formula to get the sample group-total number: 400 people. The research tools were questionnaires. Data were collected using questionnaires. Research statistics and data analysis include percentages, means, and standard deviations. Descriptive content analysis and test research hypotheses using inferential statistical analysis. Using correlation coefficient statistics. And multiple regression statistics. The research found that exposure to public relations media has 4 parts: 1) General information: Most are male, aged 31–40 years, and have a bachelor's degree or equivalent. Being an employee of a private company with an average monthly income of 15,000–30,000 baht; 2) Exposure to public relations media, etc. The average is at a moderate level. 3) Perception of a sustainable corporate image. The average level is at a high level, and 4) Consumers' decision to use gas station services. The average is at a high level. Relationship of exposure to public relations media It is statistically significant at the 0.05 level and the influence of exposure to public relations media of oil business organizations. Influence the decision to use the services of gas stations. Statistically significant at the 0.05 level and has the highest correlation coefficient.