MARKETING MIX THAT AFFECTS CONSUMERS' DECISION TO PURCHASE SWEET ORANGES IN LAMPANG PROVINCE
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Abstract
This research aims to, 1) assess the significance of the marketing mix and consumer decision-making in orange purchases in Lampang Province; and 2) determine which marketing mix elements influence these purchasing decisions. A questionnaire was employed as a research instrument, with a sample size of 385 consumers in Lampang Province. Data analysis involved the use of percentages, mean, standard deviation, and multiple regression analysis using the Enter method.
Research findings revealed that: 1) The levels of importance for product, price, and distribution channels were highest, followed by promotion at a high level, and purchase decision at the highest level. 2) Multiple regression analysis using the Enter method showed that the marketing mix significantly influenced consumers' purchasing decisions for oranges in Lampang province at the 0.05 level of significance.
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