ATTITUDES TOWARDS PURCHASING, WORD OF MOUTH AND CUSTOMER SATISFACTION IN PURCHASING DECISIONS OF COOKED-TO-ORDER FOOD IN AYUTTHAYA PROVINCE
Keywords:
Attitude Towards Purchasing, Word of Mouth, Customer Satisfaction, Purchasing DecisionsAbstract
The aim of this study was to investigate the effects of purchase attitudes, word of mouth and customer satisfaction on the purchase decisions of customers in Ayutthaya province who buy dishes to order. The samples in this study were 385 samples of customers in Ladbualuang, Ayutthaya province, selected by stratified random sampling and accidental random sampling. The research instrument in this study was a questionnaire that was statistically analyzed using multiple regression analysis. The results of the study showed that the factors of attitude towards purchase, word of mouth and customer satisfaction influenced the purchase decisions of customers in Ayutthaya province at a statistical significance level of .05. The correlation coefficients were .530 - .644, while the multiple correlation coefficients (R) were .685. In addition, the multiple linear regression analysis (R2) had an overall predictive power of 47.00%.
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