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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/5223

Title: Customers’purchase decision on facebook application
Other Titles: Customers’purchase decision on facebook application
Authors: Varin Viboonchak
Keywords: Purchase Decision
Marketing Mix
Technology Acceptance
Issue Date: 2022
Publisher: Bangkok University
Abstract: The purpose of this study were to study and investigate whether factors of marketing mix, technology acceptance, and advertising affect to customers’ purchase decision on Facebook or not. The sample group used in this quantitative research was 400 samples from the population of Bangkok by using purposive sampling method. The questionnaire was used as a study tool, the statistics used for analysis included percentage, mean, standard deviation, and Multiple Regression Analysis. The results showed that marketing mix, technology acceptance, and advertising affected to consumers’ purchase decision on Facebook application at the statistical significant level of 0.05.
Description: Independent Study (M.B.A.)--Graduate School, Bangkok University, 2020
Advisor(s): Chutimavadee Thongjeen
URI: http://dspace.bu.ac.th/jspui/handle/123456789/5223
Appears in Collections:Independent Studies - Master
Independent Studies

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