FACTORS AFFECTING INTENTION TO PURCHASE FROM TRADITIONAL RETAIL STORE OF CONSUMERS IN MUANG DISTRICT, SURAT THANI PROVINCE
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Abstract
This research aimed to study the marketing mix factors (7Ps), consisting of product, price, place, promotion, people, process, and physical environment, along with trust factors that affected consumers' purchase intention from traditional retail stores in Mueang District, Surat Thani Province. Employing quantitative research methodology, data were collected from a sample of 385 consumers prior purchasing experience at traditional retail stores using questionnaires as instruments. The statistics used for data analysis included frequency distribution, percentage, mean, standard deviation, and hypothesis testing using partial least squares regression analysis.
The research results showed that over half of the respondents were male, aged between 16-25 years, held a bachelor's degree, and had an average monthly income of 15,001-20,000 baht. Hypothesis testing indicated that three factors significantly affected consumers' purchase intention from traditional retail stores in Mueang District, Surat Thani Province, ranked in order of importance: trust, physical environment, and promotion, at a significance level of .05. Factors that did not significantly affect the purchase intention included product, price, place, people, and process.
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บทความทุกเรื่องได้รับการตรวจความถูกต้องทางวิชาการโดยผู้ทรงคุณวุฒิ ทรรศนะและข้อคิดเห็นในบทความ Journal of Global of Perspectives in Humanities and Social Sciences (J-GPHSS) มิใช่เป็นทรรศนะและความคิดของผู้จัดทำจึงมิใช่ความรับผิดชอบของบัณฑิตวิทยาลัย มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ กองบรรณาธิการไม่สงวนสิทธิ์การคัดลอก แต่ให้อ้างอิงแหล่งที่มา
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