ENTERTAINMENT MARKETING FACTORS AFFECTING THE DECISION MAKING ON THAI FIGHT ATTENDANCE ACCORDING TO THE NEW NORMAL STYLE

Abstract

The research aimed to study (1) the entertainment marketing factors and the decision making on Thai Fight attendance according to the new normal style, and (2) the entertainment marketing factors affecting the decision making on Thai Fight attendance according to the new normal style. The population in this research covered the Thai Fight attendance according to the new normal style. Cochran’s formula was applied to determine the sample size. 400 samples were obtained by the convenience sampling method. The statistics used for data analysis consisted of frequency, percentage, means, standard deviation, and regression analysis was applied for hypothesis testing.

The results revealed that the overall entertainment marketing factors was highest with an average of 4.23, whereas the price factor was obtained a high level. The level of the decision making on Thai Fight attendance according to the new normal style was highest with an average of 4.36. In addition, the entertainment marketing factors: place and promotion could affect the decision making on Thai Fight attendance according to the new normal style levels at a statistical significance level of 0.01.