THE INFLUENCE OF INTEGRATED MARKETING COMMUNICATION FOR PROCESS F DECISION MAKING TO USE THE MYMO PAY SERVICE OF GOVERNMENT SAVING BANK CUSTMERS IN MAE SUAI DISTRICT, CHIANG RAI

Abstract

The purpose of this research is to study the influence of integrated marketing communication for Process of decision making to use the Mymo Pay service of Government Saving Bank customers in Mae Suai district, Chiang Rai, by using the survey to collect data on a sample of 280 persons.

This study was analyzed with frequency, percentage, mean, and standard division to examine the hypothesis of the study by using t-test, one-way ANOVA, and multi regression. The mostly of respondent are single female, aged 26-35 years old.Who’s graduated in bachelor degree, they are the officer or employee of state enterprises which have the salary around 15,000 – 30,000 Baht.Although the average on decision making to use Mymo Pay service are high percentage in several parts but the highest percent of average that important is the part of customer service.The respondents give precedence on decision making to use Mymo Pay service of Government Saving Bank customers in Mae Suai district. They are much realize in each section on making decision in order; problem recognition, information seeking, alternative evaluation and making decision.As researching, the influence of integrated marketing communication was affected on decision making to use Mymo Pay service. There is advertising, public relation, salesclerk service, direct marketing and customer service which influence 76%.In addition this study found that there are several demographic characteristics that influence integrated marketing communication of Government Saving Bank customers in Mae Suai branch are different in statistical significant such as gender, ages, status, education, profession, and income.