Marketing Mix 4E that influences Participation in the Phra Pradaeng Songkran Festival

Abstract

This study aimed to investigate (1) the influence of the 4Es marketing mix on participation in the Phra Pradaeng Songkran Festival and (2) the impact of service quality on attendance at the event. The research targeted residents of Samut Prakan province, utilizing questionnaires as the data collection tool. Data analysis employed descriptive statistics, as well as inferential statistics, specifically multiple regression analysis, to test the hypotheses. The results revealed that: The sample consists primarily of residents of Samut Prakan Province, with a majority being female (59.9%). The age group of 18–26 years old is 50%, and 70.6% have attained a bachelor’s degree or its equivalent. Additionally, 34.9% are students, and 42.7% of the sample group have a monthly income in the range of 15,001–25,000 baht. Most of the sample resides in Mueang Samut Prakan District. The marketing mix 4Es significantly influences participation in the Phra Pradaeng Songkran Festival, with statistical significance at the 0.05 level, explaining 55.4% of the variance. Evangelism exerted the strongest influence, followed by exchange, experience, and everywhere, respectively. Service quality significantly impacts participation in the festival, with statistical significance at the 0.05 level, accounting for 42.7% of the variance.