https://so02.tci-thaijo.org/index.php/fam/issue/feed Journal of KMITL Business school 2021-12-28T10:38:58+07:00 รศ. ดร.สุดาพร สาวม่วง fam.journal@kmitl.ac.th Open Journal Systems <p>Open to Vol. 12 No. 1 (2022): Journal of KMITL Business Year 12, issue 1, January - June 2022</p> <p>วารสารบริหารธุรกิจ สถาบันเทคโนโลยีพระจอมเกล้าเจ้าคุณทหารลาดกระบัง Journal of KMITL Business School ISSN 2730-3349(online) กำหนดออกวารสารทุก 6 เดือน (ปีละ 2 ฉบับ)</p> https://so02.tci-thaijo.org/index.php/fam/article/view/250447 Management attitudes toward of Thai Amateur Football Leagues 2021-12-28T10:38:38+07:00 ปาณัสม์ โพธิ์หสัว panus.tni@gmail.com <table> <tbody> <tr> <td> <p><strong>ABSTRACT</strong></p> </td> </tr> </tbody> </table> <p>This research aims to study the attitudes towards Thai amateur football league management, study personal attitudes of Thai amateur football league management in different personal information and study about the relation between attitudes towards professional soccer club license and the attitudes towards football league management. Therefore, mixed method research is applied in this study. There are 2 samples used in this research. First sample is the interviews of the executive directors from 5 different football clubs in amateur league who could be promoted to compete in a professional league. This is called as the qualitative research in this study. Another one is quantitative research. Information from 400 executives and team officials participated in Thai Amateur Football League is collected. Questionnaires with statistical analysis such as average, Analysis of Variance and Correlation Analysis are applied in this research. As a result, it found that the interviewees have good attitude towards Thai amateur football league management with the highest score at 4.452. Planning is the most important factors with the highest score at 4.517 while command gets the lowest score at 4.39. Then, the personal attitude of Thai amateur football league management could be divided into 4 hypotheses. It found that age, career, income, and region of football club affect the attitudes towards Thai amateur football league management confirming by differentiate score at 0.05 statistically. Finally, there is a statistically significant in positive correlation at 0.01 which is in a moderate correlation between the attitudes towards professional soccer club license and the attitudes towards football league management. It can be said that if a professional football club license is practicable, people will pay more attention to football league management.</p> 2021-08-20T00:00:00+07:00 Copyright (c) 2021 King Mongkut's Institute of Technology Ladkrabang https://so02.tci-thaijo.org/index.php/fam/article/view/250953 MARKETING MIX FACTORS IN USING SMALL-SIZED FITNESS SERVICE AMONG THE POPULATION IN THE CENTRAL REGION UNDER COVID-19 2021-12-28T10:38:43+07:00 สิรีธร เกกีงาม siree17732@gmail.com <p>The objectives of this research were to investigate the behavior of using small-sized fitness service among the population in the central region under COVID-19 outbreak and to compare the market mix factors for the small-sized fitness service usage among the population in the central region, classified by demographic factors and to student service usage behavior.&nbsp; The sample size was 400 individuals, obtained based on a quota sampling. Data were analyzed using statistics including&nbsp; frequency, percentage, mean, standard deviation as well as Independent Sample t-test and One-way ANOVA statistics used to test the hypothesis.</p> <p>&nbsp;&nbsp;&nbsp;&nbsp; The samples were female, aged less than or equal to 25 years old, in their under graduate education. Each of the samples has their own business or works as freelance, with monthly income less than or equal to 15,000 baht. All of the female were single. The purpose of using small-sized fitness service was to keep in shape. Social media affected service selection, including the distance from homes or workplaces. Salespeople and social media reviews were involved in decision making. The fee was 50-100 baht per visit, and 3-4 times per week.</p> <p>&nbsp;&nbsp;&nbsp;&nbsp; The results of&nbsp; data analysis indicated that&nbsp; the respondents with different demographic factors including age, occupation, average monthly income, and marital status had different opinions towards marketing mix of small-sized fitness service with&nbsp; significant significance level of 0.01 and 0.05 levels.&nbsp; Moreover, the respondents with different service usage behaviors had different opinions towards marketing mix of small-sized fitness service with&nbsp; significant significance level of 0.01 and 0.05 levels.</p> 2021-08-31T00:00:00+07:00 Copyright (c) 2021 King Mongkut's Institute of Technology Ladkrabang https://so02.tci-thaijo.org/index.php/fam/article/view/250957 MARKETING MIX FACTORS TO PURCHASE PREMIUM PREFABRICATED DOG FOOD IN CENTRAL REGION OF THAILAND 2021-12-28T10:38:46+07:00 นนทกร กองแสงศรี noei_noei_19@hotmail.com <p>The objective of this research is to study behavioral factors on purchasing premium prefabricated dog food of consumers in Thai central region to compare marketing mix factors on the purchasing by classifying them according to demographic factors, and mixtures of marketing by classifying them according to consumer behaviors. The researcher intentionally studied the demographic factors, purchase decision behaviors, and marketing mix factors that influenced consumer buying. The popularity was focused on a group of 396 people who pet dogs and used to buy the premium prefabricated dog food in the central region. The quota sampling was utilized by selecting samples from top 10 provinces in the central region where there was the highest number of dog ratios. Close-ended and open-ended questionnaires were used to collect data. Statistics used were frequency, percentage, mean, T-test, and One-Way ANOVA.</p> <p>&nbsp;&nbsp;&nbsp;&nbsp; Most of the samples were female whose ages were more than 35 to 45 years, educational levels were at bachelor's degree, careers were private company office workers, monthly average incomes were up to 30,000 Bath, and marital statuses were single. They preferred to buy SmartHeartGold for growth and healthiness of their dogs, surrounded by a person involved in decision making who had received information from online source as well as social media, and regularly purchased products from pet supply stores or pet shops. The buying frequency was once a month and average of prices spent was 1,000 to 2,000 Bath a time.</p> <p>&nbsp;&nbsp;&nbsp;&nbsp; The result after analyzing differences between the consumer behavioral factors and marketing mix factors, buying cause, decision making person involved, information source, place to purchase, monthly buying frequency, and different average price per time showed that the marketing mix factors to purchase premium prefabricated dog food of central-region consumers were different at the significant level of 0.01.&nbsp;&nbsp;</p> 2021-09-21T00:00:00+07:00 Copyright (c) 2021 King Mongkut's Institute of Technology Ladkrabang https://so02.tci-thaijo.org/index.php/fam/article/view/249721 the Influence Factors Of A Participation And Attitude On The Sufficiency Economy Philosophy Of The Elderly Life Quality In Chumphon Province 2021-12-28T10:38:50+07:00 เพ็ชราภรณ์ ชัชวาลขาญชนกิจ petch2007@hotmail.com <p>This research Objective were 1) to study the general characteristics of the respondents participation factor Factors of Sufficiency Economy Philosophy and Quality of Life of the Elderly in Chumphon Province 2)to analyze the factors of participation that affect the quality of life of the elderly in Chumphon Province 3.) to analyze the factors of the Sufficiency Economy Philosophy that affect the quality of life of the elderly in Chumphon Province The sample was 399 elderly people in Chumphon province using a questionnaire to collect data using Accidental Sampling. The statistics used in the data analysis were descriptive statistics such as percentage, mean, standard deviation. and inferential statistics, including multiple regression analysis.</p> <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The results of the study found that most of the elderly were domiciled in Mueang Chumphon District, were female, aged 70-79 years, marital status. Most of the elderly have primary education level or lower. farming The average monthly income is 15,001 - 20,000 baht, and most of the elderly are hospitalized less than 5 times in 6 months. The results of the Hypothesis test 1, the participation factor affecting the quality of life of the elderly in Chumphon province, found that the predicted quality of life of the elderly in Chumphon = 1.837 + .213 (decision-making) + .214 (in terms of activities) + .456 (benefit side) Hypothesis 2 Factors of Sufficiency Economy Philosophy Affects Quality of Life of the Elderly in Chumphon Province The quality of life forecast of the elderly in Chumphon province = .365 + .277 (moral condition) + .248 (knowledge condition) + .182 (moderation) + .092 (reasonability aspect).</p> 2021-09-23T00:00:00+07:00 Copyright (c) 2021 King Mongkut's Institute of Technology Ladkrabang https://so02.tci-thaijo.org/index.php/fam/article/view/252759 Empirical Factors That Affecting Savings Management in Preparation for Reaching Old Age of People in Chumphon Province 2021-12-28T10:38:54+07:00 วนิดา อินทสาร 123Wanida@gmail.com <p>&nbsp; &nbsp; &nbsp;The objectives of the study were 1) to study saving behavior, factors affecting savings as well as decision People in Chumphon Province have to select a savings pattern in preparation for reaching old age. 2) to compare the decision's opinion level of Chumphon Province residents should establish a savings pattern in order to prepare for old age.&nbsp; 3) to analyze the relationship between the factors affecting savings and decide on a pattern in preparation for reaching old age people in Chumphon Province. The questionnaire was used to collect data from a sample group of 400 people whose age ranged between 30 and 59 years old and live in Chumphon Province. The statistics used in the research were descriptive statistics and the statistics used to test the hypothesis were ANOVA and Multiple Regression. Stipulating the statistical significance level at .05.</p> <p>&nbsp; &nbsp; &nbsp;The study results showed that the majority of the respondent s’ would save 4 to 5 times a year, and each time, the average amount of saving would be 3,001 - 4,000 Baht. The factors affecting savings are prioritized in terms of income. The top 3 decisions to choose a pattern of savings in preparation for reaching old age people in Chumphon Province are fixed deposits, bank lotteries and savings deposits respectively.</p> <p>&nbsp;&nbsp;&nbsp;&nbsp; The results of hypothesis testing showed that different patterns of saving behavior affect the level of opinions on choosing a pattern of savings in preparation for reaching old age of people in Chumphon Province<strong>. </strong>The factors affecting the savings affect the decision to choose a pattern of savings in preparation for reaching old age of people in Chumphon Province at the statistical significance level at .05</p> 2021-12-01T00:00:00+07:00 Copyright (c) 2021 King Mongkut's Institute of Technology Ladkrabang https://so02.tci-thaijo.org/index.php/fam/article/view/252657 Image Factors and Psychological Factors Affecting The Decision to Visit The Prince of Chumphon Shrines in Chumphon Province. 2021-12-28T10:38:58+07:00 โสฬส เหล่าลดา armorsolos@gmail.com <p>The study of Image Factors and Psychological Factors Affecting The Decision to Visit The Prince of Chumphon Shrines in Chumphon Province the objective of this research are : 1) to study tourism image factors psychological factors and the tourist’s decision to visit the Prince of Chumphon Shrines in Chumphon Province. 2) to analyze tourism image factors affecting the decision to visit the Prince of Chumphon Shrines in Chumphon Province. 3) to analyze psychological factors of tourist affecting the decision to visit the Prince of Chumphon Shrines in Chumphon Province. Is a quantitative research. The sample of the study was from 400 the thai tourists who come to travel in Prince of Chumphon Shrines in Chumphon Province. Research instrument was a questionnaire. The Cronbach Alpha Coefficient of questionnaire was 0.975. The descriptive statistics were mean, standard deviation and used multiple regression analysis for inferential statistics.</p> <p>&nbsp;&nbsp;&nbsp;&nbsp; The results of the research found that majority of tourists were female, age between 20-30 years old. They were business or shop with level of study bachelor's degree. Their average income was more than 20,001 baht and they living in the south of Thailand. The results of tourism image factors found cultural and historical image has highest mean. The results of tourist psychological factors found motivation has highest mean. The results of tourist’s decision found word of mouth has highest mean. The results form the hypothesis testing revealed that tourism image factors affecting the decision to visit the Prince of Chumphon Shrines in Chumphon Province, which have statistical significance at the level of 0.05 and tourist psychological factors affecting the decision to visit the Prince of Chumphon Shrines in Chumphon Province, which have statistical significance at the level of 0.05 &nbsp;</p> 2021-12-01T00:00:00+07:00 Copyright (c) 2021 King Mongkut's Institute of Technology Ladkrabang