The Relationship of Marketing Mix to Service Marketing Strategies That Influence Consumers in Deciding to Order Food from Restaurants Via Food Delivery Apps During COVID-19. Phitsanulok Province

Abstract

This research article aims to study 1) The level of marketing mix that affects consumers' decision-making to order food from restaurants via food delivery applications; 2) the level of service marketing strategies that affect 3) The relationship of marketing mix to service marketing strategies affecting consumers' decision to order food from restaurants via app. and 4) Compare marketing mix with service marketing strategies that influence consumers' decision to order food from restaurants via food delivery apps during COVID- 19 in Phitsanulok Province, classified by gender is a quantitative research. The sample consisted of 400 people aged 15-69 who were consumers who made the decision to order food from a restaurant via a food delivery app during COVID-19. research as a questionnaire using the random sampling method. The statistics used to analyze the data were frequency distribution, percentage, mean, standard deviation. Using a simple t-test and Pearson Product moment correlation coefficient (r). The results revealed that:

The level of the market mix influenced Consumers' decision to order food from restaurants through food delivery applications overall was at a high level (=3.68, SD.=.26). The level of service marketing strategy that influenced consumers' decision making. Ordering food from restaurants through the application overall was at a high level (=3.64, SD.=.43). The relationship of marketing mix and service marketing strategy affecting consumers' decision making. Food from restaurants through the overall food delivery application is related in the same direction. The positive correlation was at a moderate level with statistical significance at the .01 level (r=.34, p-value=.00). consumer in deciding to order food from restaurants via food delivery apps during the Covid-19 in Phitsanulok Province. Gender classification was found significantly at the .05 level.