http://repository.rmutp.ac.th/handle/123456789/415 2026-04-04T15:18:11Z 2026-04-04T15:18:11Z Jomthun, Apinya อภิญญา จอมทัน http://repository.rmutp.ac.th/handle/123456789/3739 2021-12-22T07:27:28Z 2021-12-03T00:00:00Z

Factors affecting purchase intention of beauty products in multi – brand store of generation Y consumers Jomthun, Apinya; อภิญญา จอมทัน This research was a quantitative research. The purposes of this research were 1) to study demographic characteristic affect on purchasing intentio n of beauty products in Multi-Brand Store, 2) to examine online marketing communication affects on purchasing intention of beauty products in Multi-Brand Store, and 3) to examine Brand Equity affects on purchasing intention of beauty products in Multi-Brand Store. The data were collected 400 samples who were customers to purchase products through in Multi-Brand Store. The statistical methods used to analyze data were frequency, percentage, mean, standard deviation, one-way analisis of variance, and enter multiple regression analysis with a statistical significance level of .05. The results showed that: most of the respondents were female (69.50%), the age between 27-32 years (58. 30 %), education of bachelor’s degree (77. 5 0%), business of employee (56.80%), and average monthly income between 15,001 – 30,000 baht (61. 00 %). Diffenct Demographic characteristics included gender, age, career and average monthly income had purchasing decision intention of beauty products in\ Multi-Brand Store with statistically significant at the .05 level. Marketing mix affects on purchasing decision intention of beauty products in Multi-Brand Store with statistically significant at the .05 level with the two affects including product increased (17.80%), price increased by 22.10 percent. Brand equity affects on purchasing decision intention of beauty products in Multi-Brand Store with statistically significant at the .05 level with the two affects including brand awareness increased by 3 0 . 3 0 percent and brand associations increased by 33.30 percent การค้นคว้าอิสระ (ศศ.ม.) -- มหาวิทยาลัยเทคโนโลยีราชมงคลพระนคร, 2563

2021-12-03T00:00:00Z Srisakdanuwat, Pakphum ภาคภูมิ ศรีศักดานุวัตร http://repository.rmutp.ac.th/handle/123456789/3738 2021-12-22T07:29:53Z 2021-12-03T00:00:00Z

Online marketing communication affects on purchasing decision through JD central application Srisakdanuwat, Pakphum; ภาคภูมิ ศรีศักดานุวัตร This research is a quantitative research. That have the objective to study 1)demographic characteristic affecting on purchasing decision through JD Centralapplication 2) online marketing communication affecting on purchasing decision through JD Central application. The sample is customers who purchase products through the JD Central application of 400 persons. The researcher selected purposive sampling by using questionnaires with the reliability of each variable between .906 - .949. Statistics used to analyze data were frequency, percentage, mean, standard deviation, one - way analysis of variance and multiple regression analysis with a statistical significance level of .05. The results showed that 1) most of the respondents were male 54.00 percent, age between 18 - 31 71.00 percent, bachelor’s degree 66.50 percent, status of single people 71.75 percent, sudents 36.25 percent, Income/month less than 15,000 baht 36.50 percent and family size 3 - 4 people 54.50 percent 2) demographic characteristics affecting on purchasing decision through JD Central application with a statistical significance of .05 were education levels 3) online marketing communication affecting on purchasing decision through JD Central application with a statistical significance of .05 were Website, Twitter and Facebook. การค้นคว้าอิสระ (ศศ.ม.) -- มหาวิทยาลัยเทคโนโลยีราชมงคลพระนคร, 2563

2021-12-03T00:00:00Z Kasemwong, Lalida ลลิดา เกษมวงศ์ http://repository.rmutp.ac.th/handle/123456789/3735 2021-11-03T03:52:47Z 2021-10-03T00:00:00Z

Marketing communication affects on decision making to purchase japanese skincare product for female consumers in Bangkok Kasemwong, Lalida; ลลิดา เกษมวงศ์ The purposes of this study were to compare demographics to making purchasing decisions to Japanese skincare products of female consumers in Bangkok and study the marketing communications affected the buying decision Japanese skincare products of female consumers in Bangkok. This research was the quantitative research by using questionnaires from 384 female consumers who previously purchased the product by uses the multi-stage sampling method. The data was analyzed by as frequency, percentage, mean, standard deviation, t-test statistic, One-Way ANOVA, and enter multiple linear regression at the statistical significance level of .05. The results showed that: most of the sample was between 25 - 34 years (35.40%), single status (68.20%), average monthly income of 10,001 - 20,000 baht (34.10%), education of bachelor's degree (55.70%), and work in private companies (48.70%). The average monthly income, education level, and occupation had different decisions purchasing Japanese skincare products among female consumers, with statistical significance at the .05 level. Marketing communication influence female consumers purchasing decision of Japanese skincare products with statistical significance at the .05 level were sales by individuals (29.10%), public relations (18.10%) and promotion (15.80%). การค้นคว้าอิสระ (ศศ.ม.) -- มหาวิทยาลัยเทคโนโลยีราชมงคลพระนคร, 2563

2021-10-03T00:00:00Z Srinok, Natchaya ณัฐชยา ศรีนอก http://repository.rmutp.ac.th/handle/123456789/3507 2020-12-02T10:50:48Z 2020-12-02T00:00:00Z

Marketing communication tools for elephant camp business a case study of ayutthaya elephant palace & royal kraal Srinok, Natchaya; ณัฐชยา ศรีนอก Elephant tourism is very famous in Thailand, but it can pose difficulties regarding ethical issues from an animal welfare stand point. In order to address the problem, it is important for marketers to have tourists understand the real meaning of elephant camp activities. With the goal of making the highest productivity use of marketing communication (MC) tools for elephant camp business, the focus of this study is to examine the productivity from different kinds of MC tools, and purchasing decisions of tourists in relation to Thai elephant camp’s services and products, involving a case study of Ayutthaya Elephant Palace & Royal Kraal. This study employs qualitative method to cluster the data by in-dept interview from two administrators of the elephant camp, 20 Thai tourists, three foreign tourists and eight tourist guides. The results show a preference, in order, for purchasing the elephant camp’s services and products from public relations, personal selling, sale promotion and advertising, respectively. In addition, most of the key informants agree that mass media and social media are the most powerful MC tools. On the other hand, advertising through brochure, billboard and poster is less effective than other MC tools. Along with content marketing, MC tool selecting is one of the important ways to turn Thailand’s elephant tourism into a more successful industry. การค้นคว้าอิสระ (ทล.บ.) – มหาวิทยาลัยเทคโนโลยีราชมงคลพระนคร, 2562

2020-12-02T00:00:00Z