PAPER : Business Administration – General Management

  • 1. STEPWISE MULTIPLE REGRESSION ANALYSIS IN ASSESSING THE MARKETING FACTORS AFFECTING TO BUYING DECISIONS OF PLUM CONDO BANGYAI STATION

Stepwise multiple regression analysis in assessing the maketing factors affecting to buying decisions of Plum Condo Bangyai Station

Abstract

            This research aims (1) to study the Marketing factors affecting to buying decisions of Plum Condo Bangyai Station. (2) to analyze the relationship model of marketing factors, image factor to make buying decisions of Plum Condo Bangyai Station. (3) to analyze stepwise multiple regression in assessing the factors affecting to buying decisions of Plum Condo Bangyai Station. Sample consisted of people staying in Plum Condo Bangyai Station. Sampling was done of 400 people with a purposive sampling method by descriptive statistics, the average percentage and standard deviation. The correlation was used to Pearson product moment correlation coefficient and a multiple linear regression with stepwise. The results of the study showed that most of samples were male, 31 – 50 years of age, married, 2 person in family, employed professionals with a bachelor’s degree and a monthly income between 30,001 – 40,000 baht. Marketing factors and image factor were affecting to buying decisions of Plum Condo Bangyai Station with 4 variables and a multiple linear regression equation. Listed below;

ŷ = .548+.291(X5)+.231(X1)+.161(X3)+.156(X2) ; R2 = 0.724

Keyword: Marketing factors, Buying decisions, Plum Condo Bangyai Station


Dr. Rungroie Songraboon, siam university, international program, มหาวิทยาลัย สยาม, หลักสูตร นานาชาติ, ม.สยาม, เรียนที่วารสารปัญญาภิวัฒน์ 2560; Panyapiwat Journal 2017;

https://www.tci-thaijo.org/index.php/pimjournal/article/view/97823

Full Text : pdf  

PAPER : Business Administration – General Management

PAPER : Business Administration – General Management

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