http://dspace.bu.ac.th/jspui/handle/123456789/164 ปริญญาโท Mon, 06 Apr 2026 08:49:58 GMT 2026-04-06T08:49:58Z http://dspace.bu.ac.th/jspui/handle/123456789/5846 Title: ความน่าเชื่อถือของผู้มีอิทธิพลทางความคิดบนสื่อสังคมมีผลต่อกระบวนการตัดสินใจซื้อของ Gen Z ในเขตกรุงเทพมหานคร Authors: ชัชพล สถิตย์บุตร Abstract: การศึกษาวิจัยเรื่อง ความน่าเชื่อถือของผู้มีอิทธิพลทางความคิดบนสื่อสังคมมีผลต่อกระบวนการตัดสินใจซื้อของ Gen Z ในเขตกรุงเทพมหานคร มีวัตถุประสงค์เพื่อศึกษา 1) เพื่อศึกษาถึงความน่าเชื่อถือของผู้มีอิทธิพลทางความคิดบนสื่อสังคม 2) เพื่อศึกษาถึงกระบวนการตัดสินใจซื้อของผู้บริโภค Gen Z ในเขตกรุงเทพมหานคร 3) เพื่อศึกษาถึงความน่าเชื่อถือของผู้มีอิทธิพลทางความคิดบนสื่อสังคมที่มีผลต่อกระบวนการตัดสินใจซื้อของเด็ก Gen Z ในเขตกรุงเทพมหานคร กลุ่มตัวอย่างที่ใช้ในการศึกษา คือ กลุ่ม Gen Z เพศชาย เพศหญิง และ LGBTQIA ที่มีอายุช่วงตั้งแต่ 1-26 ปี และอาศัยอยู่ในเขตกรุงเทพมหานคร จำนวน 200 คน ใช้แบบสอบถามเป็นเครื่องมือในการเก็บรวบรวมข้อมูล และวิเคราะห์ข้อมูลด้วยสถิติสหสัมพันธ์เพียร์สัน (Pearson Product Moment Correlation) ผลการศึกษาพบว่า 1) กลุ่มตัวอย่างเห็นว่า ความน่าไว้ใจ เป็นความน่าเชื่อถือของผู้มีอิทธิพลทางความคิดบนสื่อสังคม ที่สำคัญมากที่สุด เนื่องจากติดตามผู้มีอิทธิพลทางความคิดที่มีรสนิยมเหมือนกัน 2) กลุ่มตัวอย่างเห็นว่า การประเมินทางเลือก เป็นกระบวนการตัดสินใจซื้อของ Gen Z ที่สำคัญมากที่สุด เนื่องจากราคาส่วนลดจากผู้มีอิทธิพลทางความคิดมีผลต่อการตัดสินใจซื้อสินค้า 3) ความน่าเชื่อถือของผู้มีอิทธิพลทางความคิดบนสื่อสังคมมีผลต่อกระบวนการตัดสินใจซื้อของ Gen Z ในเขตกรุงเทพมหานคร อย่างมีนัยสำคัญทางสถิติที่ระดับ 0.01; The research study title “The Credibility of Influencer on Social Media Affects the Purchasing Decision-making Process of Gen Z in Bangkok”. The objectives of this study are 1) To study the credibility of opinion influencers on social media. 2) To study the purchasing decision process of Gen Z consumers in Bangkok. 3) To study the credibility of opinion influencers on social media that affect the purchasing decision process of Gen Z in Bangkok. The sample group used in the study is Gen Z, male and female, and LGBTQIA people with ages ranging from 1-26 years and residing in Bangkok, totaling 200 people, used the G*Power program. A questionnaire was used as the tool for data collection, and the data was analyzed using Pearson correlation statistics. The study results indicate that 1) The sample group viewed trustworthiness as the credibility of opinion influencers on social media. most important Because they follow influential people who have the same tastes 2) The sample group saw that Evaluation of alternatives It is the purchasing decision process of Gen Z that is most important. This is because discount prices from opinion influencers affect purchasing decisions. 3) The credibility of opinion influencers on social media affects the purchasing decision process of Gen Z in Bangkok, with statistical significance at a 0.01 level. Description: การค้นคว้าอิสระ (นศ.ม.)--สาขาวิชาการสื่อสารเชิงกลยุทธ์ บัณฑิตวิทยาลัย มหาวิทยาลัยกรุงเทพ, 2566 Thu, 01 Jan 2567 00:00:00 GMT http://dspace.bu.ac.th/jspui/handle/123456789/5846 2567-01-01T00:00:00Z http://dspace.bu.ac.th/jspui/handle/123456789/5784 Title: The Impact of Social Media Platforms, Social Media Activities and Influencer Marketing Activities Towards Customers’ Brand Awareness in 5 Stars Hotels in Bangkok During Covid-19 Pandemic Authors: Mi Mi Khin Abstract: This study investigates the impact of social media platforms, social media marketing activities, and influencer marketing activities on customers' brand awareness in 5-star hotels in Bangkok during the COVID-19 pandemic. The study adopted both qualitative and quantitative approach. For qualitative method, this study employed in-depth interviews with executives from two 5 stars hotels namely Brighton Grand Hotel (Bang-na) and Vimarnsamed Resort (Thailand) to obtain understandings on how hotels use social media to promote their businesses. For quantitative method, this study used a survey questionnaire to collect data from foreign customers (English native speakers) who used to stay at least five of 5-star hotels in Bangkok (Marriott Marquis Hotel, ST Regis Hotel, The Siam Hotel, Shangri-la Bangkok and Pullman Hotel) and tourists who have no experience of staying at 5 stars hotels in Bangkok. Then, descriptive statistics and multiple regression analysis were used to analyze the data. The qualitative findings revealed that most respondents used two most effective social media platform Instagram and Facebook for increasing brand awareness during the pandemic. Also, their social media marketing strategies during the pandemic were dictated by Government’s health guidelines for safety and hygiene measures. The study found that the hotels used influencer collaborations by hiring third-party agents during Covid-19 pandemic. By using quantitative method, the study found that social media platforms, social media marketing activities, and influencer marketing activities have a significant impact on customers' brand awareness in 5-star hotels in Bangkok during the Covid- 19 pandemic. Description: Thesis (M.B.A.)--Graduate School, Bangkok University, 2023 Mon, 01 Jan 2024 00:00:00 GMT http://dspace.bu.ac.th/jspui/handle/123456789/5784 2024-01-01T00:00:00Z http://dspace.bu.ac.th/jspui/handle/123456789/5783 Title: The Impact of Service Quality, Logistic Management, And Safety Towards Customer Satisfaction to Use the National Airline Carriers in Africa: A Case Study of the Democratic Republic of Congo Aviation Sector Authors: Laura Kabange Numbi Abstract: The study focused on the Democratic Republic of the Congo's aviation sector and sought to identify the impact of service quality, logistic management, and safety towards customer satisfaction to use the national airline carriers in Africa. The specific objectives of the study were: to study the impact of Measurement of Service Quality (Flight Schedule, Cabin Environment and In-flight Entertainment), Measurement of Logistic management (Pricing Schemes, Information about service delivery & Lead Time) and to study the impact of Measurement of Safety Perception (Safety features and equipment, Communication & Covid-19 safety measures) on customer satisfaction to use the national airline carriers in Africa. Questionnaires were used as the primary data gathering instrument in quantitative research approaches. Interview schedule were also developed to collect data from the crew management. The study design was cross-sectional, offering a snapshot of the characteristics of the target group. The study population comprised of those who used the Congo Airline between January and August of the year 2023. A random sample of 250 respondents was chosen using a stratified random sampling technique. The study also included 20 airline officials. The statistical program was used for data analysis, allowing for hypothesis assessment and the discovery of links between service quality, logistical management, safety, and customer happiness. Findings show a diversified passenger population, emphasizing the necessity for customized services to satisfy a range of expectations. Flight Schedule shows potential for improvement, while Cabin Environment and In-Flight Entertainment have a favorable influence on customer happiness. Passenger experiences are improved by effective logistic management, which includes pricing strategies and information distribution. Safety perception, which includes Covid-19 measures and safety features, is crucial. Enhancing service quality, effective logistics, safety precautions, and implementing a customer-centric strategy are among the recommendations made to increase overall consumer satisfaction in the African national airline business. Description: Thesis (M.B.A.)--Graduate School, Bangkok University, 2023 Mon, 01 Jan 2024 00:00:00 GMT http://dspace.bu.ac.th/jspui/handle/123456789/5783 2024-01-01T00:00:00Z http://dspace.bu.ac.th/jspui/handle/123456789/5775 Title: The Study of Social Media Marketing, Influencer Marketing, and Service Marketing Mix, Effecting Purchase Behavior of Online Food Services of Customers in Bangkok Metropolitan Area Authors: Sasirapat Roobsawangkullapong Abstract: This research was aimed to study the effect of marketing activities that could influence the purchase behavior of online food services of customers in Bangkok Metropolitan area. Online food delivery services, representing a growing hospitality industry sector, played an important role in the coronavirus pandemic. The importance of the study was to find out the strategic ways to help food service providers to be able to maintain their sales after the crisis. The three independent variables of this study were (1) social media marketing, (2) influencer marketing, and (3) service marketing mix. The sub-variables of social media marketing included (1.1) Facebook, (1.2) Instagram, and (1.3) TikTok. The sub-variables of influencer marketing included (2.1) celebrity influencer, (2.2) social media influencer, and (2.3) YouTuber and blogger. The sub-variables of service marketing mix were (3.1) product, (3.2) price, (3.3) place, (3.4) promotion, (3,5) people, (3.6) process, and (3.7) physical evidence. The dependent variable of this study was purchase behavior. This study applied both quantitative research, survey, and qualitative research, interview. Quantitative research was used for the collection of the data for this research. The primary data collection was conducted through an internet-based survey. A total of 604 surveys were collected by using convenience and snowball sampling techniques, which included 320 females and 284 males with experience in online food services. Description: Thesis (M.B.A.)--Graduate School, Bangkok University, 2023 Mon, 01 Jan 2024 00:00:00 GMT http://dspace.bu.ac.th/jspui/handle/123456789/5775 2024-01-01T00:00:00Z