The Effect of Service Marketing Mix on Motorcycle Buying Decision of University Students in Muang District, Songkhla Province

Abstract

This research aimed to ( 1) study the level of service marketing mix affecting on motorcycle
buying decision of university students in Muang District, Songkhla Province and (2) compare the level of
service marketing mix affecting motorcycle buying decision of university students with their personal
factors, including gender, class standing, and income per month. The sample was 400 university students
in Muang district, Songkhla province. The research instrument is questionnaires. SPSS program was
employed for independent sample t-test and one-way ANOVA analysis. The results revealed that (1) the
overall service marketing mix affecting the university students’ buying decision for Motorcycle was at
high level and (2) the university students with differences in class standing and income per month, had
different level of service marketing mix affecting on their buying decision for Motorcycle at the significant
level of .001.