Marketing Mix Factors Affecting the choice of Food Ordering Service Delivery Through the Application

Abstract

          This research aims to study the personal factors affecting the choice of food ordering service via the app. and to present the marketing mix factors that affect the choice of food delivery service via the app. The research employs a quantitative method. The study sample consisted of 400 consumers or service users in Samut Sakhon area who chose to order food delivery service via the application. The research instrument was a statistical questionnaire used to analyze the data. These were frequency, percentage, mean, standard deviation, T-Test one-way ANOVA and multiple linear regression analysis.
          The results showed that Consumers or service users in Samut Sakhon who choose to order food delivery service through the application with personal factors such as gender, age, educational level, and different occupations that affect the decision to choose a food delivery service via the application is not different. The portion and the average monthly income affect the decision to choose a food delivery service through the application differently. 0.05 The marketing mix factor was positively correlated with the decision to choose a food ordering service via the app with a statistical significance of 0.05. Therefore, it was concluded that Marketing mix factors influenced the decision to choose a food delivery service via app with a statistical significance of 0.05.