Marketing Mix (12 P'S) That Affect the Choice of Food Delivery Service to Order Food Through the Application

EasyChair Preprint 11616

Abstract

The purpose of this research is to study 1) the importance of the 12 P's marketing mix; The results showed that the importance level of the 12 P's marketing mix was very high (= 3.94, S.D. = .517)  2) To study the relationship of the 12 P's marketing mix that affects the choice of food delivery service to order food through the application at a high level (= 3.95, S.D. = .817) This study used a sample of 385 people using a convenient randomization method. The tool used to collect data is online questionnaires. Analyzing data with descriptive statistics, it was found that the relationship of the 12 P's marketing mix to the choice of food delivery service to order food through the application. There was a relatively high correlation (R = .825), with variables explaining the variability in decision making to use the food delivery service to order food through the application (67%).

Keyphrases: การตัดสินใจ, ปัจจัยส่วนประสมทางการตลาด (12 P’s), ผู้ประกอบการร้านค้า

@booklet{EasyChair:11616,
  author    = {Pimlapat Buaban and Arissa Sanbako and Netnapa Torarit},
  title     = {Marketing Mix (12 P'S) That Affect the Choice of Food Delivery Service to Order Food Through the Application},
  howpublished = {EasyChair Preprint 11616},
  year      = {EasyChair, 2023}}