Service Marketing mix and trust affecting the decision to purchase customized fertilizer of members of the Laplae Agricultural Cooperative Limited, Uttaradit Province
Keywords:
Service Marketing Mix, Trust, Purchase Decision, Agricultural CooperativeAbstract
This research aimed to study the importance of service marketing mix, trust, and decision-making to buy customized fertilizer of members, and the service marketing mix and trust that affect the decision-making to buy customized fertilizer of members of Laplae Agricultural Cooperative Limited, Uttaradit Province. The sample group was 382 members of Laplae Agricultural Cooperative Limited, selected by quota sampling. The research instrument was a questionnaire. The statistics used for data analysis were frequency, percentage, mean, standard deviation, and multiple regression analysis. The results of the research found that the service marketing mix, trust, and decision-making to buy customized fertilizer were at a high level. The results of the multiple regression analysis at the 0.05 significance level revealed that the service marketing mix in terms of promotion, product, service process, distribution channel, and personnel affected the decision-making to buy customized fertilizer of members of Laplae Agricultural Cooperative Limited, Uttaradit Province, and could predict the decision-making by 81.3 percent, and trust, understanding, care and giving, commitment, communication, and reliability. Affecting the decision to purchase tailor-made fertilizer of members of the Laplae Agricultural Cooperative Limited, Uttaradit Province, by being able to predict the decision to purchase tailor-made fertilizer at 83.5 percent.
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