MARKETING INNOVATION AFFECTED THE PURCHASING DECISION TO USE SERVICES AT AA RESTAURANT IN BANGKOK

Abstract

The purposes of this research were 1) to study the level of marketing innovation and the level of the purchasing decision to AA Restaurant. 2) to study the marketing innovation affecting the purchasing decision of AA Restaurant. This is the quantitative research. The sample group was 181 customers of AA Restaurant. The research instrument used for the data collection was questionnaires. In data analyzing process, this research used descriptive statistics for percentage, mean, standard deviation and analytical inferential statistics through multiple regressions. The findings showed that the sample group had their overall opinions on the level of marketing innovation at a high level and the level of the purchasing decision to use services at the highest level. The findings also found that the marketing innovation factors, including the unique value proposition, customer focus, adaptability, and integrated marketing communications, significantly influence purchasing decision to use the services at AA restaurant, Bangkok, with statistical significance at the 0.05 level. However, targeting a specific market segment and product diversity factors do not significantly impact purchasing decision at the AA restaurant.