MARKETING MIX FACTORS INFLUENCING ONLINE PURCHASING DECISION MAKING OF UNDERGRADUATE STUDENTS, SOUTHEAST BANGKOK COLLEGE, BANGNA CAMPUS

Abstract

The purposes of this research were to 1) investigate the online purchasing decisions of undergraduate students, at Southeast Bangkok College, Bangna Campus, 2) examine the marketing mix factors affecting the online purchasing decisions of undergraduate students, at Southeast Bangkok College, Bangna Campus, 3)  find out the relationship between the marketing mix factors and the online purchasing decisions of undergraduate students, at Southeast Bangkok College, Bangna Campus, and 4) investigate the marketing mix factors influencing the online purchasing decisions of undergraduate students, at Southeast Bangkok College, Bangna Campus. The samples consisted of 341 undergraduate students at Southeast Bangkok College, Bangna Campus and registered in the first semester of academic year 2019, selected through the stratified random sampling. The instrument used for data collection was a questionnaire with an Index of item-objective Congruent (IOC) between 0.67 - 1.00 and the overall reliability of 0.88. The statistics used in data analysis included mean, standard deviation, and hypothesis testing by Pearson product moment correlation coefficient and stepwise multiple regression analysis, the statistical significance level of .01.

The research results found that: 1) The decision of undergraduate students, Southeast Bangkok College, Bangna Campus, overall was at the high level. 2) The marketing mix factors affecting the online purchasing decision of undergraduate students the most was the place, followed by the product price, and promotion. 3) The marketing mix factors in the overall and each aspect had the positive relationship with the online purchasing decision of undergraduate students, at the statistical significance level of .01, and 4) The marketing mix factors on the place (X₃), the price (X₂), and the promotion (X₄) could be predicted the online purchasing decision of undergraduate students, at Southeast Bangkok College, Bangna Campus with the percentage of 56.20.