Service Marketing Mix Factors and Social Media Influencing the Decision-making Process of Users of Nightlife Entertainment Venues in the Mahadthai Area, Bangkok
DOI:
https://doi.org/10.65205/jmsr.2026.e283319Keywords:
Marketing mix factors services, Social media, Decision-making processes and nightlife entertainment venues.Abstract
This research was to study Marketing mix factors services and social media influenced the decision-making process of users of Nightlife Entertainment Venues in the Mahadthai Area, Bangkok. The sample group consisted of 400 customers of nightlife entertainment venues. The instrument used for data collection was a questionnaire. The statistical methods used for data analysis included frequency distribution, percentage, mean, standard deviation, and hypothesis testing using multiple regression analysis.
The study found that the sample group’s opinions regarding the service marketing mix factors, the decision-making process in using nightlife entertainment services, and social media were at a high and the highest level overall. So, the service marketing mix factors influenced users of nightlife entertainment venues consisted of five aspects: physical evidence, marketing promotion, product, distribution channels, and process; they were statistically significant at the level 0.05. In terms of social media, the overall picture influenced the decision-making process in using nightlife entertainment services in the Mahadthai area in Bangkok; it was statistically significant at the level 0.05.
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