Marketing Mix Factors Affecting Restaurant Choice Decisions Songkhla Old Town, Songkhla Province
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Abstract
This research aimed to study the marketing mix factors influencing the decision to use restaurant services in the Old Town area of Songkhla Province, Thailand. The sample group consisted of 400 Thai tourists visiting the Old Town of Songkhla. The research instrument used for data collection was a questionnaire.
Data analysis was conducted using descriptive statistics, including mean and standard deviation, and inferential statistics, specifically multiple regression analysis, to examine the relationship between the marketing mix factors (7Ps) and the decision to use restaurant services in the Old Town area The results revealed that the regression equation was statistically significant at the .001 level (F = 25.214, Sig. = 0.000), with a multiple correlation coefficient (R) of 0.557 and a coefficient of determination (R) of 0.310. This indicates that the marketing mix factors could explain 31.0 percent of the variance in the decision to use restaurant services When considering individual factors, product, price, promotion, and people were found to have a statistically significant influence on the decision to use restaurant services at the 0.01 level. In contrast, place, process, and physical evidence had no statistically significant influence
The findings suggest that restaurant entrepreneurs in the Old Town area of Songkhla should emphasize improving the quality of products, food, and services, setting appropriate pricing, and implementing clear marketing promotions to motivate customers' decision-making. These efforts can enhance customer satisfaction and foster long-term loyalty toward restaurants in the area
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