Journal of KMITL Business school https://so02.tci-thaijo.org/index.php/fam <p>Open to Vol. 12 No. 2 (2022): Journal of KMITL Business Year 12, issue 2, July - December 2022</p> <p>วารสารบริหารธุรกิจ สถาบันเทคโนโลยีพระจอมเกล้าเจ้าคุณทหารลาดกระบัง Journal of KMITL Business School ISSN 2730-3349(online) กำหนดออกวารสารทุก 6 เดือน (ปีละ 2 ฉบับ)</p> King Mongkut's Institute of Technology Ladkrabang Business School en-US Journal of KMITL Business school 2730-3349 <p>วารสารบริหารธุรกิจมีทั้งเเบบวารสารออนไลน์เเละวารสารเล่มฉบับ</p> <p>** บทความหรือข้อคิดเห็นใดๆ ที่ปรากฏในวารสารบริหารธุรกิจ สถาบันเทคโนโลยีพระจอมเกล้า<br>เจ้าคุณทหารลาดกระบัง ฉบับนี้ เป็นความคิดเห็นเฉพาะผู้เขียนบทความแต่ละท่าน กองบรรณาธิการวารสารบริหารธุรกิจ สถาบันเทคโนโลยีพระจอมเกล้าเจ้าคุณทหารลาดกระบัง เปิดเสรีด้านความคิดและไม่ถือเป็นความรับผิดชอบของ<br>กองบรรณาธิการ **<br>** บทความที่ได้ลงตีพิมพ์ในวารสารฉบับนี้ เป็นลิขสิทธิ์ของคณะบริหารธุรกิจ สถาบันเทคโนโลยี พระจอมเกล้าเจ้าคุณทหารลาดกระบัง กองบรรณาธิการไม่สงวนสิทธิ์ในการคัดลอกบทความแต่ต้องอ้างอิงแสดงที่มาของวารสารที่นำไปคัดลอกให้ชัดเจน**</p> <p>&nbsp;</p> MARKETING MIX FACTORS AND MANAGEMENT FACTORS OF COMMUNITY ENTERPRISE AFFECTING THE OPERATIONAL EFFECTIVENESS OF COMMUNITY ENTERPRISE IN LEBMUERNANG BANANA PROCESSING GROUP IN CHUMPHON PROVINCE https://so02.tci-thaijo.org/index.php/fam/article/view/253037 <p>The purpose of this study was to determine the marketing mix and management factors the operational effectiveness of community enterprises in Lebmuernang banana processing group in Chumphon province aimed to 1) study the current condition of the community enterprise in Lebmuernang banana processing group in Chumphon province 2) study the marketing mix factors affecting operational efficiency of community enterprise in Lebmuernang banana processing group in Chumphon province, and 3) study the management factors of community enterprise affecting operational efficiency of community enterprise in Lebmuernang banana processing group in Chumphon province. It sampled 385 individuals associated with community enterprises using stratified random sampling based on job specifications. The research instrument was a questionnaire with a Cronbach Alpha Coefficient was 0.889, suggesting that the item processed a high degree of internal consistency. The data were analyzed using percentage, mean, standard deviation, correlation, and multiple linear regression analysis.</p> <p>&nbsp;&nbsp;&nbsp;&nbsp; The analysis result revealed that first, the overall marketing mix, community enterprise management, and operational efficacy of community enterprise in Lebmuernang banana processing group in Chumphon province were perfotmed at a high level; second, all the marketing mix factors affected the operational efficiency of community enterprises in Lebmuernang banana processing group in Chumphon province; and third, the management factors of community enterprise in the field of production, leadership, members' participation, and external interactions efficiency of community enterprises in Lebmuernang banana processing group in Chumphon province were statistically significant at 0.05. &nbsp;</p> Tanwalai Sawangfah Monsicha Tipawanna Mallika Subongkod Copyright (c) 2022 King Mongkut's Institute of Technology Ladkrabang http://creativecommons.org/licenses/by-nc-nd/4.0 2022-06-24 2022-06-24 12 1 1 12 Economic Factors Affecting the Decision to Use the Electric Mass Transit Railway System of Bangkok Mass Transit System Public Company Limited (BTSC) in Bangkok https://so02.tci-thaijo.org/index.php/fam/article/view/253644 <p>&nbsp; &nbsp; &nbsp; This study aimed to study the economic factors affecting the decision to use the train service of Bangkok Mass Transit System Public Company Limited (BTS). The researcher used a questionnaire to collect data from 400 respondents. For example, the sample group is people aged 18 years and over who use the Company's train service. Bangkok Mass Transit System Public Company Limited (BTS). The results will be analysed in a ready-made statistical program (SPSS). The statistics used for data analysis are percentage, mean, standard deviation—logistics regression analysis and correlation analysis by chi-square test.</p> <p>&nbsp;&nbsp;&nbsp;&nbsp; The study results found that most of the respondents were male, aged between 18-28 years, occupying as students/students. They have an average monthly income of 15,001-25,000 baht per month. The average monthly cost of travelling is less than 500 baht per month, with most of the samples using the BTS sky train averaged less than five times per month. Most of them do not use the service regularly. Most of the purpose of travel is to travel to tourist attractions. As a result of hypothesis testing, it was found that the economic factors influencing the decision to use the BTS SkyTrain service were average monthly income. and the average monthly cost of using the BTS SkyTrain service at the level of statistical significance at the 0.05 level. As for the demographic factors and the decision to use the BTS SkyTrain service, it was found that different occupations affected the decision to use the BTS SkyTrain differently. In terms of marketing mix factors, it can be seen that all five aspects were related to the decision to use the BTS SkyTrain service.</p> Panita Powlinjong Kantima Pakpoomchon Chischeep Burirak Parichat Neakun Wannapa Suwannachart Saranya Aimpong Tanes Tachasaen Copyright (c) 2022 King Mongkut's Institute of Technology Ladkrabang http://creativecommons.org/licenses/by-nc-nd/4.0 2022-06-24 2022-06-24 12 1 13 27 The Influencing of Marketing Mix on Consumer Electric Vehicle Buying Decisions in Muang District, Rayong Province https://so02.tci-thaijo.org/index.php/fam/article/view/254121 <p>This research aimed to study the relationship between marketing mix and electric vehicle purchase decision of consumers in Muang District, Rayong Province by a questionnaire as a tool to collect data from a sample of 420 people. Data analysis is the descriptive statistics include percentage, mean, standard deviation and inferential statistics, including t-distribution, one-way analysis of variance and multiple regression analysis. The research results found that most of the respondents were female, aged 20-30 years, had a bachelor's degree, working as a private employee, with a monthly income of fewer than 20,000 baht. Most of the respondents did not have a car in their possession competitiveness and built strength in selling products to win the hearts of consumers sustainably. The hypothesis testing revealed that demographic factors did not affect the purchasing decision of electric vehicles at the statistically significant level at 0.05 level. It found that the marketing mix factors were the product, price, distribution channel, and marketing promotion had a statistically significant influence on the purchasing decision of electric vehicles at 0.05 level. The results of this research can be applied as a guideline for developing the electric vehicle business to increase the opportunity for marketing competition and build strength in selling products to win the hearts of consumers sustainably.</p> Mathin Jaikua Krittaphas Mongkoldhumrongkul Copyright (c) 2022 King Mongkut's Institute of Technology Ladkrabang http://creativecommons.org/licenses/by-nc-nd/4.0 2022-06-24 2022-06-24 12 1 28 41 Analysis of Economic Factors Affecting Bitcoin Price https://so02.tci-thaijo.org/index.php/fam/article/view/253259 <p>The purpose of this research is to study the Bitcoin market, the investment in Bitcoin, and the determinants of Bitcoin price in the world market. The analytical approach was the study of the relationship between tentative factors affecting the price of Bitcoin in the world market. The independent variables in this study consisted of the US dollar index, 10-year US Treasury bond yields, the Dow Jones Industrial Average, oil prices, and gold prices in 96 months, during 2011-2018.</p> <p>The results of the study using Multiple Linear Regression data analysis showed that the independent variables positively related to the price of Bitcoin were the Dow Jones Industrial index and gold prices while the variables having negative effect was the US Dollar Index. As for 10-year US treasury bond yields and oil prices, they were not significantly related to Bitcoin.</p> <p>Recommendations in this research, the researcher did not take into account the influence of economic factors that may arise in other countries of different continents. In order to make the study model of Bitcoin price in the global market more accurate and efficient, other economic variables covering more countries such as Japan, England, Singapore, etc. should be included.</p> <p><strong>Keywords:</strong> Bitcoin Price, Economic Factors, Cryptocurrency&nbsp;</p> Kodchakorn Sangtong Jirasin Laorungroj Jeerasith Pusawat Duttakorn Yodnakonjong Copyright (c) 2022 King Mongkut's Institute of Technology Ladkrabang http://creativecommons.org/licenses/by-nc-nd/4.0 2022-06-24 2022-06-24 12 1 42 56 A study of the mix of service marketing and customer relationship management affecting the hotel accommodation decision of tourists in Chumphon province https://so02.tci-thaijo.org/index.php/fam/article/view/253901 <p>A study of the mix of service marketing and customer relationship management affecting the hotel accommodation decision of tourists in Chumphon province. Objectives 1) to study the demographic characteristics of tourists that affect their decision to stay in a hotel in Chumphon province 2) to study the level of marketing mix and service quality factors affecting the decision to stay in a hotel of tourists in Chumphon province 3) to study the factors of marketing mix that affect the decision to stay in a hotel of tourists in Chumphon 4) to study the quality of service that affects the decision to stay in a hotel of the tourists in Chumphon. The sample group was both Thai tourists traveling in Chumphon province. The questionnaires and interview questions were used as a tool, which the percentage, mean and standard deviation, tet test and ft test, and multiple regression were statistically used for data analysis.</p> <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The result shows that the respondents were female whose age between 20-30 years old, marital status are single, education background are lower than bachelor’s degree, occupation are farmers and general labors, and the monthly incomes are less than 15,000 Baht. They travel to Chumphon province on a family trip. Also, the opinion level on the service marketing mix that affects the tourist’s decision to stay in a hotel in Chumphon province is generally at a high level, and the opinions on the quality-of-service factors were also at a high level. Lastly, the opinion level of tourists’ decision to use the hotel service in Chumphon province is at highest level. To conclude, this research will be further used for.&nbsp; &nbsp;&nbsp;</p> <p><strong>Keywords: </strong>marketing mix, customer relationship management, decision making, tourists</p> Supatra Inthasuwan Copyright (c) 2022 King Mongkut's Institute of Technology Ladkrabang http://creativecommons.org/licenses/by-nc-nd/4.0 2022-06-24 2022-06-24 12 1 57 69 Marketing Mix Factors Influencing the Purchasing of Cannabis Food and Beverages by Consumers in the Central Region https://so02.tci-thaijo.org/index.php/fam/article/view/254852 <p>&nbsp;&nbsp;&nbsp;&nbsp; The purpose of this research was to study the marketing mix factors influencing the purchasing of cannabis food and beverages by consumers in the Central Region. Furthermore, to compare the opinions about the marketing mix factors influencing the purchasing of cannabis food and beverages by consumers in the aforementioned region, which was classified by the demographic factors and the behavior of purchasing. A questionnaire was used as the data collection. The sample group comprised 400&nbsp; consumers in the Central Region aged above 25 years. The data were analyzed by percentage, mean, standard deviation, one-way ANOVA.</p> <p>&nbsp;&nbsp;&nbsp;&nbsp; The results of the research showed that most of the consumers were female, aged 25-30 years, bachelor’s degree graduate, company employee, and earned more than 30,000 Thai Baht per month. The level of opinions about the marketing mix factors influencing the purchasing of cannabis food and beverages of consumers in the Central Region was high. The highest level was the product followed by place, price, and promotion, respectively.</p> <p>&nbsp;&nbsp;&nbsp;&nbsp; The hypothesis test results showed that customers of different gender, age, highest level of education, occupation, and income had different levels of opinions about the marketing mix factors in all terms. Customers of different had different levels of opinions about the marketing mix factors in all terms. Customers of different frequency had different levels of opinions about the marketing mix factors in terms of product, price, and place, whereas customers of different expenses had different levels of opinions about the marketing mix factors in terms of product. Likewise, customers of different reason, had different levels of opinions about the marketing mix factors in terms of product, price and promotion.</p> Nattanicha Yamungkhun Copyright (c) 2022 King Mongkut's Institute of Technology Ladkrabang http://creativecommons.org/licenses/by-nc-nd/4.0 2022-06-24 2022-06-24 12 1 70 81 Marketing Mix Factors in Using Dental Clinic Services of Customers in Central Region https://so02.tci-thaijo.org/index.php/fam/article/view/255015 <p>&nbsp;&nbsp;&nbsp; &nbsp;This research aimed to study the marketing mix factors in using dental services of customers in the Central Region. In addition, the research also compared the opinions about the marketing mix factors according to customers in the aforementioned region, which was classified by the demographic factors and the behavior of choosing dental clinics. A questionnaire was used as the data collection. The sample group comprised 400&nbsp; customers in the Central Region. The data were analyzed by frequency distribution, percentage, mean, standard deviation, one-way ANOVA and least significant difference.</p> <p>&nbsp;&nbsp;&nbsp;&nbsp; The research findings indicated that most of the customers were female, aged 25-40 years, bachelor’s degree graduate, company employee, and earned 10,001-20,000 Thai Baht per month. The latest dental services were dental and oral check up and basic dental treatment the frequency of treatment was once a year. The expense was 1,001-2000 Thai Baht per each visit. Customers preferred clinics which were located in their neighborhood areas. Expert dentists were preferred. Customers made their own decision in choosing clinics. The level of opinions about the marketing mix factors in using dental clinics of customers in the Central Region was the highest . The highest level was the personnel followed by services, procedures, clinics, contacts, price, and promotion, respectively.</p> <p>&nbsp;&nbsp;&nbsp;&nbsp; The hypothesis test results showed that customers in central region of different gender, age, level of education, income, expense per each visit and influencers had different levels of opinions about the marketing mix factors. Customers of different frequency had different levels of opinions about the marketing mix factors in terms of services, contacts, promotions, and different service procedures.</p> Chanjaras Charoenwong Copyright (c) 2022 King Mongkut's Institute of Technology Ladkrabang http://creativecommons.org/licenses/by-nc-nd/4.0 2022-06-24 2022-06-24 12 1 82 93 THE FACTORS IS AFFECTING TO CONSUMER BEHAVIOR FOR ENVIRONMENT HOUSEHOLD FRIENDLY CLEANING PRODUCTS IN CENTRAL REGION OF THAILAND https://so02.tci-thaijo.org/index.php/fam/article/view/254134 <p>การวิจัยครั้งนี้มีวัตถุประสงค์ 1) เพื่อศึกษาพฤติกรรมผู้บริโภคสำหรับผลิตภัณฑ์ทำความสะอาดในครัวเรือนที่เป็นมิตรต่อสิ่งแวดล้อมในเขตภาคกลางของประเทศไทย 2) เพื่อศึกษาระดับความสำคัญของปัจจัยด้านส่วนประสมทางการตลาดด้านผลิตภัณฑ์ ราคา สถานที่จัดจำหน่าย และส่งเสริมการตลาด 3) เพื่อเปรียบเทียบลักษณะประชากรศาสตร์ที่มีผลต่อพฤติกรรมผู้บริโภค และ 4) วิเคราะห์ปัจจัยส่วนประสมทางการตลาด ด้านผลิตภัณฑ์ ราคา สถานที่จัดจำหน่าย และด้านส่งเสริมการตลาดที่มีผลต่อพฤติกรรมผู้บริโภคสำหรับผลิตภัณฑ์ทำความสะอาดในครัวเรือนที่เป็นมิตรต่อสิ่งแวดล้อมในเขตภาคกลางของประเทศไทย สุ่มตัวอย่างโดยใช้สูตรยามาเน่ จำนวน 400 คน สถิติที่ใช้ในการวิเคราะห์ ได้แก่ ความถี่ ร้อยละ ค่าเฉลี่ย ส่วนเบี่ยงเบนมาตรฐาน และสถิติที่ใช้ในการทดสอบสมมุติฐาน คือ Independent Sample t-test , One-way ANOVA และการวิเคราะห์ความถดถอยเชิงพหุคูณ ที่ระดับ 0.05<br />ผลการวิเคราะห์ข้อมูล พบว่า เป็นเพศหญิง ร้อยละ 64.2 อาชีพพนักงานบริษัทเอกชน/ลูกจ้าง ร้อยละ 56.2 รายได้เฉลี่ยต่อเดือนมากกว่า 25,000 บาท ร้อยละ 81.9 กลุ่มตัวอย่างเลือกซื้อผลิตภัณฑ์ทำความสะอาดจาน ร้อยละ 56.5 ซื้อเพื่อใช้งานตามปกติ ร้อยละ 62.7 ตัดสินใจซื้อผลิตภัณฑ์เพราะตนเอง ร้อยละ 79.5 จากห้างสรรพสินค้า ร้อยละ 85.8 เลือกซื้อในวันที่ไม่แน่นอน ร้อยละ 50.3 เลือกซื้อ 1 ครั้งต่อเดือน ร้อยละ 54.1 และมีจำนวนเงินในการเลือกซื้อ 101 – 200 บาทต่อครั้ง ร้อยละ 48.4<br />ผลการวิเคราะห์ลักษณะประชากรศาสตร์ด้านอาชีพ ที่แตกต่างกันอย่างมีนัยสำคัญทางสถิติที่ระดับ 0.05 พฤติกรรมผู้บริโภคด้านความถี่ในการซื้อต่อเดือน และจำนวนเงินที่ซื้อ แตกต่างกัน ปัจจัยส่วนประสมทางการตลาด ไม่มีผลต่อพฤติกรรมผู้บริโภคสำหรับผลิตภัณฑ์ฯ </p> Worawat Sukpanich Copyright (c) 2022 King Mongkut's Institute of Technology Ladkrabang http://creativecommons.org/licenses/by-nc-nd/4.0 2022-06-24 2022-06-24 12 1 94 108 Marketing Factors Related to Purchasing Behaviors of Bar Soaps Consumers in Central Region of Thailand https://so02.tci-thaijo.org/index.php/fam/article/view/255171 <p>&nbsp;&nbsp;&nbsp;&nbsp; The research study aims 1) to study marketing factors affecting selection of consumers in the central region of Thailand, when purchasing bathing bar soap; 2) to investigate behaviors of consumers in the central region of Thailand, when purchasing bathing bar soap; 3) to compare consumers’ point of views on behaviors when purchasing bathing bar soap, in accordance with demographic factors; and 4) to compare consumers’ point of views on selection of bathing bar soap, with regard to marketing behaviors. Purposive sampling and quota sampling were used to recruit the sample into the study, and the sample included 400 people living in the central region of Thailand. The statistics used in the present study were, namely, frequency, percentage, mean, standard deviation, Independent Samples t-test, and One-way ANOVA.</p> <p>&nbsp;&nbsp;&nbsp;&nbsp; The results revealed that, mostly, the sample were female and aged under or equal to 20 years old, with a single status. The majority of them were students with the average income of under or equal to 10,000 baht. Most of them were familiar with bathing bar soap rather than bathing liquid soap, and they purchased bathing bar soap more than once per month. Moreover, consumers mostly preferred to purchase bathing bar soap at supermarkets and malls, and the average prices ranged from 31 to 50 baht. Regarding behaviors when purchasing bathing bar soap, consumers bought one soap bar for a single household and kept using the same brand as well as the same scent. Besides, the bar soap type which was selected the most was the hygienic soap type. As for consumers’ point of views on behaviors when purchasing bathing bar soap in accordance with demographic factors, consumers’ selection was affected mostly by distribution channels the mostly, followed by product characteristics, price range, and promotional campaigns, respectively. It was also found that consumers’ point of views regarding marketing behaviors was significantly different at the level of 0.01 when it came to the frequency of using bathing bar soap, the price range of bathing bar soap, the consumers’ usage behaviors, and the bathing bar soap types.</p> Na-Hathai Uengcharounsook Associate Professor Katanyu Hiransomboon Copyright (c) 2022 King Mongkut's Institute of Technology Ladkrabang http://creativecommons.org/licenses/by-nc-nd/4.0 2022-06-24 2022-06-24 12 1 109 119