The marketing mix (7Ps) and trust that influence the decision to buy a used car tent car in the Kanchanapisek Road area. Bangkae, Bangkok
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Abstract
The objectives of this research paper are 1) to study the level of marketing mix factors (7Ps), trust and purchasing decisions, 2) to study the marketing mix (7Ps) and trust that directly influence purchasing decisions, 3) to study trust as interstitial variables that link marketing mixes. (7Ps) and purchase decisions. This research is oriented Kanchanapisek Road Research Area, Bang Khae, Bangkok It is a quantitative research. We determined the size of 385 samples according to Cochran's (1963) using a Simple Random Sampling method. The index of consistency (IOC) is between 0.67-1.00 for all items, an alpha coefficient of Kronbach between 0.947-0.978. Statistics used in the research for analysis consist of percentage, mean, standard deviation, and structural equation analysis (SEM)
As results from the first objective 1 1 showed that the level of marketing mix (7Ps), trust, and purchase decision was high overall average. They mean 4.25, 4.45, and 4.22, respectively, and standard deviations of 0.481, 0.547, and 0.488, respectively. 2) It was found that the marketing mix (7Ps) and trust had a direct influence on purchasing decisions of 0.297 and 0.543, the marketing mix (7Ps) had a direct influence on trust equal to 0.750, and the marketing mix (7Ps) had an indirect influence on trust equal to 0.407, respectively
This research helps used car entrepreneurs to improve their business strategy to gain customers' trust and decide to buy used cars in order to increase sales of used car tents in the future.
Keywords: (7Ps) Marketing Mix, Trust, Purchasing Decision
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