Service Marketing Mix From The Perspective of Customers that Influences Purchasing Decisions in Modern Retail Stores Mueang Lampang District, Lampang Province

Abstract

           The research on the service marketing mix from the perspective of customers that influences purchasing decisions in modern retail stores Mueang Lampang District, Lampang Province are to study consumer purchasing decisions and service marketing mix from the perspective of customers that influence consumers' purchasing decisions towards modern retail stores. It is a quantitative research the sample group used was 385 consumers who had previously purchased products from modern retail stores. The tool used is a questionnaire. Data were analyzed using descriptive statistics, including mean, standard deviation. and inferential statistics using multiple regression analysis. The results of the study found that consumer purchasing decisions towards modern retailers at a high level. When analyzing each item, it was found that the factor with the highest mean value was buying products from retail stores because they are famous, followed by purchasing products from retail stores because the products were of high quality. and good service and buy products from retail stores because they are influenced by people around you.  And the marketing mix of consumer services to modern retailers. At a high level. When analyzed by aspect, it was found that the aspect with the highest average was the price aspect, followed by the distribution channel aspect, the product aspect, and the marketing promotion aspect. The averages were the same, people, image creation and presentation, and process. From the multiple regression analysis of the marketing mix from the perspective of customers, it influences consumers' purchasing decisions towards modern retail stores with a statistical significance level of 0.05 is the aspect of creating and presenting an image.