ปัจจัยส่วนประสมทางการตลาดที่มีอิทธิพลต่อพฤติกรรมของผู้บริโภคในการเลือกใช้ แอปพลิเคชันฟู้ดแพนด้าเพื่อบริการรับส่งอาหาร ในเขตอำเภอหาดใหญ่ จังหวัดสงขลา

Abstract

The aims of this study are to examine the marketing mix in 4 dimensions including customer wants and needs, cost to the price, convenience and communication; and to test the influence of decision behavior towards foodpanda application in Hatyai District, Songkhla Province. The primary data were collect from the questionnaires, totaling 400 participants. The result obtained from multiple regression analysis indicated that marketing mix in 4 dimensions had a statistically significant influence of decision behavior towards foodpanda application in Hatyai District, Songkhla Province. This study can be improved as strategic planning, business operations and will leader in the food delivery business.