ส่วนประสมทางการตลาดที่มีผลต่อการตัดสินใจซื้อคอร์สเรียนภาษาอังกฤษออนไลน์ของนักศึกษาระดับปริญญาตรี ในจังหวัดเชียงใหม่

Abstract

The objective of this study is to study marketing mix affecting decision towards buying online English course of undergraduate students in Chiang Mai province. The sample group in this study consisted of 385 higher education students in Chiang Mai Province between the ages of 18–25 years and who had experience taking online English courses within the past year. The tool used to collect data is a questionnaire. Statistics used in data analysis include frequency, percentage, mean, and standard deviation and One — way ANOVA analysis. The results of the study found that The majority of respondents studied the Basic Grammar English course, accounting 48.05 percent, choosing to study with instructors who have experience teaching in Chiang Mai province 28.83 percent, data was obtained from Facebook/Instagram, they studied with Thai teachers, they chose live one-on-one lessons interact with teachers instantly, choosing the institution's website channel. Duration for studying per course: 20 hours per course. The duration of study per session is 1 hours. The study period is during the school term, Saturday to Sunday, 9:00 a.m. - 12:00 p.m.. The price per course is 2,501- 4,000 baht. The influence in purchasing the course is oneself. The reason for choosing to study is want to adjust the basics for grades in the classroom, they chose it according to a promotion with a discount on course fees. Marketing Mix Affecting Decision Towards Buying Online English Course of Undergraduate Students in Chiang Mai Province are at a high level, in order as follows: Product factors followed by Price, Place, Promotion, Personalization and privacy. For the results of comparing Marketing Mix Affecting Decision Towards Buying Online English Course of Undergraduate Students in Chiang Mai Province classified by faculty, year, and grade point average, it was found that respondents with different lines of faculty, year, and grade point average made Product factors followed by Price, Place, Promotion, Personalization and privacy are significantly different at the 0.05 level.