Vol. 15 No. 2 (2025): Journal of KMITL Business School Year 15, issue 2, July - December 2025.

Research Article

• ASEAN as a Safe Haven for Foreign Investors: Opportunities and Challenges Amid Global Geopolitical Tensions

  Methee Chanted, Thatarot Chamroonkul, Panadda Charoensak

  1-18

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• Cluster of Consumers to the Service Quality Affected Decision to use Internet Fiber Optic

  Ajcharapan Tangjaturasopon

  20-33

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• The Relationships between Big Data Analytics Application, Logistics Performance and Firm Performance

  Khajit Na Kalasindhu, Sorawit Ngamsutti, Prompassorn Chunhabunyatip, Rossukon Suwannakoot

  34-48

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• Marketing Communication Factors Influencing Parents' Decision-Making for Secondary Education Choice in Private Educational Institutions in Nonthaburi Province

  dusida pranich , Narubodee Wathanakom

  49-68

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• Service Quality Expectations that Affect Customer Satisfaction with the Central Cafeteria at Rajamangala University of Technology Thanyaburi

  Jenasama Srihirun, Yutthaphong Metpan , Sornsiri Rawirojworakul

  69-86

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• Impacts of Online Reviews on Destination Trust and Travel Intention: Empirical Evidence from Nakhon Phanom’s Tourists

  Khajit Na Kalasindhu, Penpak Rattanangam, Chinnakon Chaiyada

  87-103

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• Brand Equity Factors and Service Marketing Mix Influencing Customers’ Purchase Decision at Starbucks Coffee Shops in Chiang Mai Province

  Summie Sik, Narubodee Wathanakom , Anothai Ngamvichaikit

  104-125

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• The Marketing Components Influencing Parents' Decisions to Purchase Youth Under Twelve Football Courses in The Bangkok

  Noppol Hanphap, Archavit Choengklinchan, Ladawan Noiluea , Pannalin Suchookorn

  125-145

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• Factors Influencing the Decision to Use Rental Football Fields in Ladprao District, Bangkok

  Pichapob Noicharoen, Archavit Choengklinchan, Anat Vajarangkul Na Chiangmai, Ladawan Noiluea

  146-159

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• Factors Affecting The SET Index

  kitsadapha Rungthanacharoen, Papichaya Samittisavee, Prapannee Thangthong, Pronrawit Thangkitsitthpong, Orinn Teeravittayanuwong, Tanes Tachasaen

  160-175

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• Factors Affecting Household Debt in Thailand

  Rungthiwa Pachamwong, Thitipong Chanyam, Parima Chutitrakulchai, Pattanachai Chokmongkonkit, Awitra Panyakaew

  176-194

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• Factors of Electronic Word-of-Mouth Communication and Social Media Influencers on Tiktok That Relate to Chinese Students' Decision to Study in The Master of Business Administration Program at Srinakharinwirot University

  Supawadee Wangcharoensak, Jeraboon Rodkorn , Wasan Sakulkijkarn

  195-209

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• Purchasing Behavior and Service Marketing Mix Influencing Customer Decision to Purchase Custom-Built Computers at Zeer Rangsit Shopping Center

  Reithaiwat Aphiratthanasophon, Pashatai Charutawephonnukoon

  210-224

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