The อิทธิพลของส่วนประสมทางการตลาดบริการ และการสื่อสารแบบปากต่อปากผ่านสื่ออิเล็กทรอนิกส์ต่อการตัดสินใจซื้อบ้านจัดสรรในอำเภอศรีราชา จังหวัดชลบุรี

Chitlada Pinthong; Juladit Sitanarom; Piyaporn Thamachart

Authors

Chitlada Pinthong Burapha Business School, Burapha University
Juladit Sitanarom Burapha Business School, Burapha University
Piyaporn Thamachart Burapha Business School, Burapha University

Keywords:

Service Marketing Mix Factors, Electronic Word-of-Mouth, Purchase Decision, Housing Estates

Abstract

This study aims to examine the influence of service marketing mix (7Ps) and electronic word-of-mouth (eWOM) on housing purchase decisions in Chonburi Province. Data were collected using an online questionnaire from 400 consumers aged between 20 to 55 years who had purchased a housing estate in Si Racha District, Chonburi Province, within the last 1-3 years. Purposive sampling, a non-probability sampling technique, was employed to select the respondents. The data were analyzed using descriptive statistics, multiple regression analysis, and simple linear regression analysis. The findings presented that the marketing mix factors, which include process, physical evidence, price, and promotion, had statistically significant positive effects on housing purchase decisions. In contrast, product, people and place did not have significant effects on purchase decisions. Furthermore, eWOM exerted a significant positive effect on housing purchase decisions in Chonburi Province. These findings contribute to the existing body of knowledge on real estate purchase decision-making and provide valuable insights for future research. They also offer practical implications for real estate developers, property entrepreneurs, and related businesses by providing evidence-based guidance for developing marketing strategies that align with consumer behavior and preferences in the digital era.

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