ปัจจัยส่วนประสมทางการตลาด และค่านิยมที่ส่งผลต่อการตัดสินใจซื้อสินค้า ในร้านเพาเวอร์บายของผู้บริโภคจังหวัดสงขลา

Abstract

The objectives of this research are (1) to study the demographic factors affecting purchasing decisions in Songkhla Province's Power Buy stores (2) to study and analyze the influence of marketing mix factors affecting purchasing decisions in Songkhla Province's Power Buy stores (3) to study and analyze the influence of values affecting purchasing decisions in Songkhla Province's Power Buy stores. The research was conducted using a quantitative methodology. The population of this research was consumers who bought products at 3 Power Buy stores in Songkhla province, namely Power Buy Central Festival Hat Yai, Power Buy Robinson Hat Yai, and Power Buy Lee Sapsin Songkhla, There are 381 people in the total population, Percentage, mean, standard deviation (SD), t-test, unidirectional ANOVA, regression, and Multiple Regression Analysis were used to analyze the data. The statistical significance was assessed at the 0.05 level in this study. The majority of those who responded to the survey were men, according to the statistics. They were between the ages of 31 and 40 and had the status of educated spouse. Working as a firm employee with a monthly pay of 10,001-15,000 baht without a bachelor's degree. From the consumer's perspective, the staff side of the marketing mix is the most essential, followed by the product side, respectively. Consumers were also discovered to be the most important Aesthetic values, followed by ethical values. Consumers will recommend products to others. at Power Buy stores, followed by a decision to buy products sold at Power Buy stores because the personnel provide excellent service, take credit cards, provide outstanding delivery service, and have a solid marketing promotion, among other things. (6) Furthermore, the findings of the study revealed that demographic characteristics, which were categorized by sex, age, status, education level, occupation, and monthly income in Power Buy stores in Songkhla Province, differed by gender. At the 0.05 level, a decision to acquire a product from the Power Buy store in Songkhla Province was considerably different. Purchasing decisions in Songkhla Province's Power Buy stores are influenced by a variety of factors. It is discovered that the sales promotion Values of aesthetics, truth, and ethics In Power Buy stores, religious values influence purchase decisions. All five variables had an impact on anticipating purchasing decisions in Power Buy stores in Songkhla Province, with statistical significance at the 0.05 level. 83.90 percent in Songkhla Province In addition, the study found that respondents different gender A decision was made to purchase a product in the Power Buy store. Songkhla Province are different also. The majority of those who responded to the survey were men 54.10% due to Male customer interested and easier to make a purchase decision if they are served by a female service and Cheer up sale, who has good personality and good looks reference by research from Ploynaphat Kaewmeesang (2021), it was found that 97% gave importance to the service of staff in facial medicine and beauty clinics at a high level. The findings of the study recommend that executives, marketers, and data analysts use the findings to select products to sell that are in line with client expectations and to use research findings to improve marketing policies, product introduction strategies and Sale Staff that align with customer values and have a positive impact on the buying decision.