Marketing Mix Factors Affecting Collagen Dietary Supplement Product Purchasing Decision via Social for Network of female undergraduate students of Business Administration Program of Southeast Asia University

Abstract

The objectives of this quantitative research are (1) to study personal factors affecting purchasing intention (2) to compare marketing mix factors affecting collagen dietary supplement product purchasing intention via social network in Southeast Asia University. The sample group consists of 335 female undergraduate students of Business Administration Program of Southeast Asia University according to the concept of Krejcie and Morgan (1970). Research tool is a questionnaire. Statistics used in this research include mean, percentage, Standard Deviation, t-test, F-test, Chi-Square, and One-Way Analysis of Variance (ANOVA) via Fisher`s Least Significant Difference (LSD). The results revealed that marketing mix was at good level ( =4.22, S.D.=.559), following by place was at good level ( =4.34, S.D.=.600), promotion ( =4.32, S.D.=.606), product ( =4.25, S.D.=.596), process ( =4.21, S.D.=.574), people ( =4.19, S.D.=.573), Physical Evidence ( =4.18, S.D.=.569), and price ( =4.06, S.D.=.673) respectively