A Comparison of the Differences of Making-Decision Process to Use the Service of Government Universities’ Fitness Centers Between Male and Female students
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Abstract
The objective of this study was to compare the differences in making the decision process to use the service of government universities’ fitness centers between male and female students. This research was designed as quantitative research. The instrument was a questionnaire on the making decision process of accessing the services of government universities’ fitness centers developed by the researcher. The confidence value of the questionnaire was 0.97. A total of 938 samples were used, 479 males and 459 females by using a multistage randomization method. Data were analyzed through the percentage, mean, standard deviation, and independent group differentiation test with a statistical t-test.
The results showed that the most influential variables of making decision process in pre-purchasing stage of male and female students to use the service of government universities’ fitness centers was the perceptions of problems and social needs of popular trends. Perceiving problems and physical needs in relation to the need for a healthy body personal media search evaluation of product qualification and attitude options. In addition, the most influential variable of the purchase stage had the marketing mix about physical evidence, service quality in terms of tangibility service, and assurance, while the post-purchase stage had the repeat purchase about product attachment and satisfaction in terms of consumer expectations. The differences in making decision process to use the service of government universities’ fitness centers between male and female students had significant differences at .05 in 2 stages, consisting of the first stage was the pre-purchasing stage about perceptions of, information search, alternative assessment, and the second stage was purchase stage in term of the marketing mix, service quality. However, one of the variables in the pre-purchasing stage was the needs or problems recognition and the post-purchase stage had no significant difference between male and female students in terms of repeat purchases and satisfaction.
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