MOTIVATION FACTOR AND PERCEPTION FACTOR IN MARKETING MIX (7P) TO DECISION MARING FOR USE MYMO BY GSB OF GOVERNMENT SAVING BANK IN PHRA NAKHON SI AYUTTHAYA ZONE

Abstract

The purpose of this research was to study the motivation factor and perception factor in marketing mix (7P) to decision making for use MyMo By GSB of Government Saving Bank in Phra Nakhon Si Ayutthaya zone. Sample of this research were 400 customers who were male and female, age 15 years old and over. Statistic to use for data analysis was Percentage, Mean, Standard Deviation, Multiple Regression Analysis and Correlation coeffcient.

Most respondent are females, age between 21-30 years old, Bachelor's Degree, Company employee, average salary 15,000-20,000 baht. The opinion of the samples on the most important is motivation factor and perception factor in marketing mix (7P) were on the high level.

Hypothesis testing revealed motivation factor and perception factor in marketing mix (7P) to decision making for using MyMo By GSB of Government Saving Bank in Phra Nakhon Si Ayutthaya zone have to 3 factors (1) perception factor in physical evidence and presentation. (2) perception factor in promotion. (3) perception factor in process that can be used for decision making prediction on using MyMo By GSB of Government Saving Bank in Phra Nakhon Si Ayutthaya zone at the 0.05 level of significance. That 3 factors approached 1 and high level in same direction.