Marketing Mix Factors from the Consumer Perspectives Affecting Consumer Decisions in The After Yum Restaurant Service Use
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Abstract
The research purpose was to study marketing mix factors from consumer perspectives (4c's) affecting consumer decisions in the After Yum restaurant service use. The research instrument used was a questionnaire to collect data from a group of 425 people who used and did not use the service of After Yum. The statistics used were: frequency, percentage, mean, standard deviation, simple linear regression analysis, and multiple linear regression analysis. The different incomes of After Yum service users affected different service uses. According to the inferential statistic, the data analysis from people who used and did not use the service of After Yum revealed a 0.005 level of statistical significance. The research and hypothesis testing results concluded that the marketing mix factors from the consumer perspectives (4c's) affecting consumer decisions to use the After Yum restaurant service were convenience, followed by income and communication, respectively. It also found that consumer demand didn't affect consumer decisions in the After Yum restaurant service use
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