Factors Influencing Consumer Behavior in Using the Services of Rattanarangsan Golf Course
Keywords:
Marketing Mix, Consumer Behavior, Golf CourseAbstract
The study on Factors influencing consumer behavior using the services of Rattanarangsan Golf Course has the following objectives: (1) to study Consumer behavior using the services of Rattanarangsan Golf Course, and (2) to examine the influence of marketing mix factors on consumer behavior using the services of Rattanarangsan Golf Course. This research is quantitative in nature. The sample group consists of 400 consumers using the services of Rattanarangsan Golf Course Camp. The researcher used a questionnaire to collect data from Accidental sampling. The reliability of the questionnaire is measured at .857. The statistics used for data analysis include descriptive statistics, such as Percentage, Mean, and Standard Deviation, and inferential statistics, including One-Way ANOVA and Linear Regression Analysis. The study found that (1) overall, opinions on consumer behavior in using the services at Rattanarangsarn Golf Camp were rated at a high level. Additionally, the overall evaluation of the marketing mix for Rattanarangsarn Golf Camp was also rated at a high level, and (2) the hypothesis testing results found that (1) Demographic characteristics of those using the services of Rattanarangsan Golf Course, such as age, highest level of education, and income, have a statistically significant effect on consumer behavior in using the services of Rattanarangsan Golf Course at a significant level of 0.05. (2) Marketing Mix Factors: Price and location were significant factors influencing consumer behavior at a 0.05 significance level. The factors ranked from highest to lowest impact were price (Beta = .154) and location (Beta = .114), respectively.
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