FACTORS INFLUENCING CONSUMERS’ DECISION TO PURCHASE COFFEE FROM FRANCHISE COFFEE SHOPS IN PHE SUBDISTRICT, MUEANG DISTRICT, RAYONG PROVINCE

Abstract

This quantitative study aimed to examine both personal and service marketing mix factors influencing consumers’ decisions to purchase coffee from franchise coffee shops in Phe Subdistrict, Mueang District, Rayong Province. Using a sample of 385 respondents selected via Cochran’s formula and surveyed through questionnaires, the research employed statistical methods including t-tests, ANOVA, and multiple regression analysis. The findings revealed that variations in personal characteristics significantly affected purchasing decisions at the 0.05 level. Additionally, service marketing mix elements—specifically price, place, personnel, and physical evidence—were found to positively influence consumer choices, also with statistical significance at the 0.05 level.