Marketing Factors Influencing the Choice of Low-Cost Airlines in Thailand

Abstract

This research consists purposes were 1. to study the level of importance of marketing factors affecting the choice of low-cost airline services in Thailand and 2. to study the marketing factors that influence the decision-making to choose low-cost airline services in Thailand. This is a quantitative research The research instrument is a questionnaire. There is a sample of 400 people using Taro Yamane's formula (1973) at an error level of 0.05 and a multi-stage sampling method. The data collected from the questionnaires were analyzed using descriptive statistics, including percentages, means and standard deviations Inferential analysis uses the Multiple Linear Regression method. The research results indicate that 1) The level of the four marketing factors in the highest to highest level (x̄ = 4.34, S.D. = 0.787), which can be arranged from highest to lowest mean as follows: 1.1) Price aspect has a total mean of (x̅= 4.53, S.D. = 0.756) 1.2) Service quality aspect has a total mean of (x̄ = 4.21, S.D. = 0.753) 1.3) Punctuality aspect has a total mean of 4.15 (S.D. = 0.762) 1.4) Promotion aspect, even though it has a high mean (x̄ = 4.07, S.D. = 0.734) and 2) Marketing factors influence the decision to choose low-cost airlines in Thailand, consisting of 2.1) Price factor (X₁) with a regression coefficient (B) equal to 0.052, 2.2) Promotion factor (X₂) with a coefficient of B = 0.046 and statistical significance (Sig. = 0.00), 2.3) Punctuality factor (X₃) with a coefficient of B = 0.036 with a statistical significance level of 0.01 (p < .05) and 2.4) Service quality factor (X₄) with a coefficient of B = 0.043 and statistical significance at 0.00 (p < .01). In addition, the R value = 0.392 and R² = 0.631 indicate that the model can explain the variance in decision-making behavior to choose low-cost airlines by 63.1 percent, which is considered good. It shows the appropriateness of the independent variables used in this study with F = 42.25 and Sig. level of significance = 0.00.