Factors Influencing Decision to Use the Service of Starbucks Store

Abstract

The objectives of this research were to study 1) Different demographic Factors have different decision to use service, and 2) Marketing mix factors affecting the decision to use service. The research employs quantitative. The sample used in this research was 402 visitors who use the service of Starbucks stores in Samut Prakan Province under the concepted by Cochran et al., (1953). The research tools are questionnaire. The statistics used to analyze the data consisted of percentage, mean, and standard deviation and multiple regression analysis was used to test the hypothesis. The research finding revealed that 1) demographic factors including gender, age, education level, occupation, and monthly income had no different in their decision to use Starbucks stores at .05 level, and 2) Marketing mix by personnel and promotion have an effect on decision to use the service of Starbucks stores with statistically significant at the .05 level.