CONSUMER BEHAVIORS AND SERVICE MARKETING MIX FACTORS AFFECTING DECISION TO SELECT DIGITAL SALAK OF CONSUMERS IN PHATHONYOTHIN BRANCH

Abstract

The purposes of this independent study were to study 1) the factors influencing buying decision on digital salak(digital saving certificate of Government Saving Bank) forGovernment Saving Bank PhathonyothinBranch , 2) for examine relationships between the behavior of each type of service towards decision selecting on digital salak (digital saving certificate of Government Saving Bank) for Government Saving Bank Phathonyothin Branch

The samples consisted of 400 participants who were buyer on digital salak (digital saving certificate of Government Saving Bank) for Government Saving Bank Phathonyothin Branch and questionnaire was used as research instrument for data collection. Descriptive statistics used for data analysis were Percentage,Mean and Standard Deviation. Due to hypothesis testing, the independent Sample t-test was used to test the difference between two independent groups while One-Way ANOVA was used to determine the differences between three or more independent groups.

The result of hypothesis test 1.The difference personal factors of customers such as all personal factors of customers was not difference factors to decision to purchase the digital Salak at Application Mymo of the government saving bank except Sex factor  2. The behaviors of customers digital Salak at Application Mymo of the government saving bank such as the difference was not difference factors to decision to purchase the digital Salak at Application Mymo of the government saving bank, the significance level at 0.05. except the purpose