Marketing Factors Affecting Purchase Intention Dietary Supplement of Undergraduate Students of Business Administration Program of Southeast Asia University

Abstract

The research objectives were 1. to explored factor levels of marketing mix and purchase intention 2. to compared purchase intention factors among the staffs, classified by personal factors; and 3. to present the relationship between marketing mix and purchase intention dietary supplement of Undergraduate Students of Business Administration Program of Southeast Asia University. This research employed quantitative method by using a close-ended questionnaire for survey research. Data were collected from 347 persons; the samples were selected by the non-probability sampling with a simple random method under the concepted of Krejcie & Morgan, (1970). The research was conceptualized to analyze the percentage, mean, standard deviation, One-way ANOVA by Lease Significant Difference (LSD) and Pearson's correlation by using a statistical software. The research finding revealed that 1) factor marketing mix was in highest level, followed by promotion, place, product, and price respectively. 2) personal factors by age, academic year of study is significantly related to purchase intention at .05 level; and 3) marketing mix factors are significantly related to purchase intention at .01 level.